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At this year's Cannes Lions Creativity Festival, an event that rewards and brings together the most creative works in the advertising field, which will be held from June 19 to 23, the NGO Creatives for Climate announced a new initiative to build a collective of change agents united by the mission of addressing the problem that greenwashing represents for this industry and society in general, according to Sustainable Brands (SB). The conversation about sustainability and the role that the communication, advertising and marketing sectors play in the climate crisis continues to be high on the business agenda. When it comes to making a truly relevant impact, specialists in these sectors have great vision and responsibility to end greenwashing at Cannes Lions and throughout the industry.
Against greenwashing in CannesLions As USA Phone Number List advertising regulators, consumer watchdogs and even governments take a stronger stance against the practice of greenwashing , which refers to misleading or exaggerated claims made by companies or brands about sustainability or the positive environmental impact of your products or business practices, the risks of making mistakes increase significantly. The pressure is on communicators to improve their performance and back up their claims. This could potentially be beneficial, as these measures will force companies and brands to think twice before making exaggerated claims about the sustainability of their products and services. However, it is also a call to provide tools to address the challenge of greenwashing in advertising, something in which the new Creatives for Climate tool seeks to intervene.
The tool in question, Greenwash Swatch, is based on a framework created by the Planet Tracker think tank. Essentially, it provides a set of criteria for specialists to identify and evaluate potential false or exaggerated claims about the green credentials of a product or service, in the context of an increasingly complex landscape of new forms of greenwashing . Educate against bad sustainability practices in advertising Creatives for Climate is an organization that seeks to promote climate action within the advertising industry. To achieve this, during the festival, it will send “secret agents” who will report on the “Greenwash Watch” initiative to directly address conversations focused on rosé wine consumption and routine meetings, and direct them towards Corporate Social Responsibility (CSR) against climate action in advertising.
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