BUSINESSES NEED TO PROMOTE
SUSTAINABILITY CREDENTIALS
MORE – ECOLABEL HEAD
Businesses aren’t doing
enough to tell consumers
and customers about the
good environmental and
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That’s the view of New
Zealand Ecolabelling
Trust general manager
Francesca Lipscombe,
who adds that “greenwashing”
is also still rife in New Zealand.
“Those are two aspects of the
same issue,” Ms Lipscombe
says. “On the one hand,
companies get away with
unsupported claims which may
not breach the Fair Trading Act
but they’re still misleading and
unhelpful.
“On the other hand, companies
who are genuinely doing the right
social work they
are doing.
thing don’t promote their good
works enough.”
Ms Lipscombe says the general
failure of businesses to promote
their good sustainability and
environmental record was borne
out by findings in the latest
Colmar Brunton “Better Futures”
survey released earlier this year.
The survey polled 1000 kiwis
online about their attitudes and
behaviours around sustainability,
and one telling finding was that
83% of respondents felt the
way businesses talked about
their social and environmental
commitments was confusing,
11% more than the previous
survey found.
Ms Lipscombe says the survey
findings make a strong case for
greater use of reputable markers
of environmental good practice,
such as the Environmental
Choice New Zealand ecolabel,
which the Trust administers on
behalf of the Government. “Part
of the reason for the confusion
is the under-promotion of
meaningful ecolabels like ours
which give verifiable reassurance
that a product or service is
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