How many times have you gone to buy something from a brand with great green credentials? Have you ever wondered if the product or service is really as eco-friendly as it seems? How on earth would you know? You can check it against the green claims code.
What is the Green Claims Code?
Back in 2020, the Competition and Markets Authority carried out an investigation. It found that almost half of green claims made online are misleading. In response, they developed the green claims code to prevent businesses from misleading customers. To find out more you can check it out here.
The green claims code focuses on 6 key principles:
1. Claims must be truthful and accurate;
2. Claims must be clear and unambiguous;
3. Claims must not omit or hide important information;
4. Claims must only make fair and meaningful comparisons;
5. Claims must be substantiated;
6. Claims must consider the full life cycle of a product;
From 1st January 2022, any business that fails to prove it meets the environmental standards it claims could find itself in court.
So What is a Green Claim?
Green claims are claims a business makes about its products, services, brand, or operations. These claims aim to prove how eco-friendly the business is. You might find green claims in environmental statements, logos, brand names, and even the colours a business uses.
The Problem with ‘Greenwashing’
Today’s consumers care about sustainability and reducing their impact on the environment. While some businesses genuinely do put sustainability at the heart of what they do, some don’t. Unfortunately, those that don’t still use sustainability messaging in their marketing mislead customers. This is what’s called greenwashing.
This could be marketing something as recyclable when it’s not or branding it as sustainable when it’s anything but. It’s unfair to customers who want to make better choices for the planet. This is where the green claims code comes in.
How Can I Know Whether a Product or Service is adhering to the green claims code?
It can be hard to know exactly how sustainable a product, service, or business is. However, armed with the green claims code and these tips, you’ll find it easier to discern.
#1 Don’t trust vague words used in marketing
‘All natural’ probably suggests to you that a product is eco-friendly. However, you read the label and there are some scary-sounding chemicals on there. Check the brand’s website for more information. You might find the truth hiding in the small print. Oh, and do google that dodgy ingredient.
#2 Don’t be fooled by the marketing
A brand uses a leaf on its label. There’s heavy use of natural earthy tones in the packaging. All good so far? Not really. You need to look past how a business presents itself and find the facts. Then you’ll know whether you’re really making an environmentally sound choice.
#3 Think about the bigger picture
You’ve found the perfect ‘sustainable’ product. But hang on a minute. What do you do with it at the end of its life? What if you can’t recycle all the packaging? You need to factor in these decisions when you buy something.
At Cotswold Timber Products, we only source wood from sustainably managed forests. This hugely minimises the impact on the environment. Our products are much better for the planet than plastic alternatives. Buy safely in the knowledge that no microplastics will end up in the water. Not only that, our timber products can be fully recycled and they’ll last you far longer. So what about Cotswolds Timber Products
1. Claims must be truthful and accurate – We are a small business, which means we know the process our items take from start to finish.
2. Claims must be clear and unambiguous – We aren’t perfect, but we try and be as clear as we possibly can with our claims.
3. Claims must not omit or hide important information – We only use sustainably sourced wood and deliver products via carbon-neutral partners or flat packed to reduce the carbon they are responsible for.
4. Claims must only make fair and meaningful comparisons – We compare our products against the ones we know best, our own!
5. Claims must be substantiated – We can (and are happy to) prove that we only buy wood from sustainable sources.
6. Claims must consider the full life cycle of a product – Wood doesn’t produce microplastics or other harmful material at end of life. In years and years to come our products can be used to make compost and add minerals back to the soil. But not for a long time!
For more interesting articles on all things timber and sustainability, check out the rest of our blog.
