The Chartered Institute of Marketing (CIM) recently hosted a member-exclusive webinar titled “Navigating Green Claims – A Guide for Organisations and Marketers”, presented by Gemma Butler, co-founder of Can Marketing Save the Planet.

The session, which followed a debate at the House of Commons, explored the growing challenges marketers face when communicating sustainability efforts. With increasing regulations and consumer scrutiny, businesses must balance transparency, compliance, and authenticity to avoid accusations of greenwashing.

Key Takeaways from the Webinar

1. Understanding Greenwashing and Regulations:
   Greenwashing refers to misleading claims that exaggerate a company’s environmental efforts. Gemma highlighted the importance of staying informed about global regulations like the UK’s Green Claims Code and the EU’s Green Claims Directive, which require evidence-based, verifiable claims.
2. Collaboration is Essential:
   Preventing greenwashing is not solely a marketer’s responsibility. Gemma emphasised the need for collaboration across departments, including legal, sustainability, product development, and leadership teams, to ensure claims are robust and accurate.
3. Start with Evidence and Avoid Broad Claims:
   Marketers should always substantiate claims with clear, accessible evidence. Avoid vague terms like “eco-friendly” or “good for the planet” without context, as they often lead to scrutiny. Instead, focus on narrow, measurable claims backed by data.

Why This Matters for Marketers

As sustainability becomes a priority for businesses and consumers alike, marketers play a key role in driving positive change. However, a lack of awareness or education on green claims can hinder progress. This webinar underscored the importance of building trust by communicating honestly and transparently.

For those who missed the live session, CIM members can access the full webinar recording and resources here.