Adele Gingell
Finisterre
Head of Positive Impact and the Finisterre Foundation
Intention vs. outcome: Is the crackdown on green claims getting in the way of progress?
12:00
-
12:45
Brands are facing mounting scrutiny; driven by the Green Claims Directive and the pressures of consumer expectations and cancel culture. While the directive seeks to enforce more precise sustainability claims, “greenhush” – brands avoiding disclosure for fear of backlash - is on the rise. This hesitancy risks stalling progress and stifling innovation. How can brands find the right balance?
We’ll wrap up the morning with a dynamic, interactive debate where everyone is encouraged to share perspectives on navigating transparency and strengthening brand engagement. Key discussion points include:
- The challenge of avoiding greenwash: With increasingly complex supply chains, how can better data ensure brand claims are credible and authentic?
- How to avoid making dodgy claims: Examples of greenwash (and genuine mistakes) and how brands can avoid vague or misleading communications in their marketing
- Honesty vs. accountability: Should brands be punished for openly admitting challenges in meeting sustainability targets, or is transparency about challenges a step in the right direction?
- Regulation vs. voluntary action: What will it take for brands to embrace greater transparency? Is further regulatory intervention necessary?