As corporate efforts to gain position on social responsibility and sustainability multiply, so do accusations of
'greenwashing'. Sometimes defined as outright fabrication of green virtues, greenwashing is most often the exaggeration of the relative importance of an initiative that may have been launched with good intentions. Whatever the motives behind distorted claims, their effect on public confidence is definitely negative. If greenwashing is not countered, the positive incentives behind social and environmental innovation may soon be eroded.
| Having built our company reputation on credibility, we take a firm stance against greenwashing and work with our clients to ensure that their claims stand the test of public scrutiny. All reports and communication products we work with are submitted to a 'credibility scan' that identifies areas where claims may be distorted and potentially misleading. |
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Below are some of the steps we take to ensure credible reporting on CSR and sustainability issues:
- We ask clients to transparently report performance data related to their various accomplishments so that they may be compared with others in their sector.
- We examine the language of claims to make sure that unregulated performance qualifiers are not employed without concrete supporting data. Ex. 'all natural'.
- We work with our clients to identify and obtain third party certifications for their CSR and Sustainability performance wherever possible. Preference is given to multi-stakeholder initiatives, supported by civil society wherever possible.
- We insist upon honest market positioning of performance so that stakeholders may know whether a given action is innovative relative to a company's sector or simply compliant with widespread norms.
- We encourage our clients to be upfront about areas of their operations that need improvement.
- We ask clients to welcome and publish reviews and commentary on their reports from various stakeholder groups including civil society organizations.
- We also encourage the creation of feedback loops which give all stakeholders a right of reply on social and environmental claims.
