Don't be fooled: Expert advice on tackling greenwashing
Earth smart. Natural. Green. Nontoxic. Planet-friendly. If a company or its products make claims that sound good, but are essentially vague or meaningless, then let the warning bells ring. It could be greenwashing. We have power as consumers to choose products from companies that are trying not to pollute or add to the worlds carbon emissions. When companies make bogus or over-rated claims it can thwart our good intentions. Heres how to avoid being taken in. It pays to be suspicious. A recent Consumer investigation found New Zealand to be awash with misleading green claims. Words like green, bio, even sustainability mean nothing any more, unless you have data and proof points to back them up, says Florence Van Dyke, head of sustainability at New Zealand Trade and Enterprise (NZTE). Look for certifications Recognised, independent certifications like B Corp are the only way to check a companys claims stack up, says Van Dyke. This process involves measuring a companys entire social and environmental impact , using independently governed standards. B Corp works in tandem with other certifications that are specific to each industry, whether thats building, food or textile production, says Mindy Leow, acting CEO at B Lab Australia and New Zealand, the company behind B Corp. There is no shortage of sustainable labels and certifications out there, says Leow. Whatever the product is and whatever the industry is, look for the gold star in that, because thats how you know that a company is really living up to their marketing. Before joining NZTE, Van Dyke and her sister Chloe Van Dyke co-founded the beverage company Chia Sisters. The company operates a solar-powered juicery in Nelson and since its inception in 2012, it has achieved Zero Carbon, Climate Positive status and B Corp certification. Van Dyke says the audit level for B Corp certification is high, describing it as probably one of the most stressful things she has done in her career. Check the recycling number About to buying something packaged in plastic? No matter how eco the contents, if a product is packaged in any other plastic than 1, 2 and 5, it cannot be recycled and will have to go to landfill, says waste educator Kate Meads. Choose company that publish impact reports Smaller companies dont have to publish impact reports, but if they do, its a sign that theyre committed to accountability. Auckland coffee roasters Kokako is a company with sustainability at its core. It has a collection of third-party accreditations including being Fairtrade and BioGro certified. A partnership with the Fair Climate Fund enables it to off-set unavoidable carbon emissions from their supply chain. In June 2023, Kokako released its fourth biennial report tracking company progress. Transparency is important to us were an open book, says Mike Murphy, managing director at Kokako. Be a savvy consumer Have you bought something and later realised its less sustainable than it claimed to be? At the very least, its a chance to post product feedback on an online platform, or to contact the company directly to let them know of your disappointment. I sympathise with anyone who has purchased something thinking it is green, and its not, because I work in this space and I still fall into that trap, says Van Dyke. Its a messy, confusing time and consumers need to be savvy, says Van Dyke. The good news is that international regulatory changes on the horizon that might help us with this. In March this year, the European Commission published its proposal for a new Green Claims Directive, setting out standardised rules governing claims companies make about their products. The proposal is expected to come into force between 2024 and 2027. It will require any sustainability claim, even saying words like bio on your products, to be substantiated by a list of third-party, pre-approved accreditors. This is expected to have a domino effect globally because it will include foreign companies selling into Europe including New Zealand companies. Florence Van Dyke and Mindy Leow spoke at Festival for the Future in Wellington, June 2023. Sarah Heeringa was also a guest at the conference.