With the rise of sustainable business marketing, the Australian Competition and Consumer Commission (ACCC) and New Zealand Advertising Standards Authority (ASA) are cracking down on businesses that appear to be overstating sustainability claims for their goods and services.
In a recent investigation by the ACCC into the internet content of 247 businesses, 57% were found to have used “concerning claims” over their sustainability policies or products. These include indicating a product is recyclable despite there being no system in place for recycling, and using vague terms such as “green” or “kind to the planet” to describe a business, its products, or its services without supporting evidence.
Despite this increased scrutiny, Bunzl’s Head of Sustainability Felicity Kelly believes businesses should still be proud to highlight their sustainability efforts. “While some businesses might feel the need to publicly withhold or understate their sustainability marketing initiatives [a phenomenon known as green-hushing], as an industry we need to work together to find the right balance of comfort and credibility to effectively contribute to the global circular economy.” So how can businesses achieve this?
Based on the advice provided by the ACCC and ASA, being honest and transparent about supply-chain information is one of the first steps businesses can take. “Having reliable data in place to back sustainability claims is vital,” says Kelly. “This includes checking that third-party credentials are accurate and securely recorded – requirements we have built into our processes at Bunzl.”
For smaller businesses who don’t have as many resources, the ACCC advises reaching out to organisations who can provide expert sustainability advice, as well as review environmental or sustainability claims and practices.
The takeaway from the ACCC and ASA report is that data certainty is key to navigating this complicated landscape and having a credible voice on sustainability, so we can all work towards a better future.
For more information on how Bunzl can assist its customers, contact our Sustainability team: sustainability@bunzl.com.au.
