CEO Today - December 2022

4. Be transparent It is crucial to inform your customers about your sustainable efforts too. Make sure, however, that you are honest and transparent about your aims and successes. Be clear and specific about the sustainability benefits of your products and services. There is simply no need to greenwash by using difficult or misleading language. If your business is not completely green yet, do not be afraid to let the consumer know. Most will understand that such a significant process cannot simply happen overnight. Instead, tell them where you are in your sustainability journey and highlight your company’s progress to date. To conclude, there is no hiding that climate change is a pressing problem. People across the world are starting to realise its damaging effects on our environment and are playing their part in trying to mitigate their impact. Hence, consumers are increasingly attracted to green businesses and sustainable services and products. Many global companies have provided misleading information about their eco-friendly efforts. However, taking environmentally conscious steps is a simple way to avoid falling foul of greenwashing. We hope this article will give you some inspiration on how to go about making some sustainable, responsible changes. Sources: https://www.euronews.com/green/2021/12/28/how-to-avoid-the-greenwash-trap-in-2022-5-tips-forbusinesses https://www.researchworld.com/greenwashing-and-how-to-avoid-it/ https://www.ethicalconsumer.org/transport-travel/what-greenwashing https://2030.builders/articles/greenwashing/#:~:text=5%20Ways%20to%20avoid%20greenwashing%20 1%20Strategically%20act,3%20Involve%20stakeholders.%20...%204%20Be%20honest.%20 https://cpdonline.co.uk/knowledge-base/business/what-is-greenwashing/#:~:text=%20How%20to%20 avoid%20greenwashing%20as%20a%20business%3A,will%20not%20only%20enable%20you%20 to...%20More%20 https://createchi.com/tips-to-avoid-greenwashing/ https://www.bbc.co.uk/news/business-59119693 https://www.theguardian.com/business/2020/feb/05/ryanair-accused-of-greenwash-over-carbonemissions-claim https://www.theguardian.com/environment/2021/may/04/what-is-carbon-offsetting-and-how-does-itwork https://selectra.co.uk/energy/guides/environment/carbon-offsetting vision & strategy “Ultimately, your dedication to safeguarding your surroundings will get you in the good books of customers and consumers. Even better, you won’t have to resort to greenwashing your efforts.”

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