How to navigate the jungle of green guidelines
As businesses have sought to take the lead in the sustainability arena, a variety of schemes, codes and legislation have sprung up to service this burgeoning interest.
The Carbon Trust Standard, Green500 and FTSE4Good are just some of the schemes in operation and more are coming on-stream.
June this year saw the launch of The Marketing Society May Day Alliance, a partnership between The Marketing Society and Prince Charles' May Day Network which aims to establish a common language for environmental claims.
The network, in turn, is a Business in the Community initiative, which offers support on low carbon activities and helps brands take action on climate change.
Given the amount of activity, brands thinking of getting involved for the first time would be forgiven for feeling bewildered by the vast array on offer.
Carbon Trust Standard general manager Harry Morrison says the standard differs others in the market because it is ‘analytical, numbers-based and retrospective’.
He says the standard can only be attained by taking action, not just making a pledge.
While many of the schemes in the market incorporate wider sustainability criteria, such as labour standards, the Carbon Trust marque has a very singular approach focused on measurement, management and reduction of carbon, Morrison adds.
With their technical-sounding names, official standards can seem daunting but they are there to provide a consistent guide for businesses. In the area of green communications, there are a few worth knowing.
ISO 14064 is the key standard for corporate emissions reporting and provides an internationally recognised technical approach to the quantification and reporting of greenhouse gas (GHG) emissions.
PAS 2020, the creation of which has been driven by the Direct Marketing Association, is another worth noting. Currently at pilot stage, it is the first environmental best practice standard for the marketing communications industry and is independently verified by the British Standards Institute (BSI).
The Carbon Trust and the Defra have also co-sponsored the publication by the BSI of PAS 2050, the product carbon footprinting standard which provides a method for assessing the GHG emissions arising from products across their life cycle.
Advertising is governed by the Committee of Advertising Practice and Broadcast Committee Advertising Practice codes, more commonly known as the CAP and BCAP codes.
Ian Twinn, the director of public affairs at marketing industry body ISBA, says these codes should be the first port of call for marketers.
He also recommends marketers read Defra’s green claims code. The code has not been updated for a number of years but a new version is due to be published next month with clear definitions of green terms and phrases.
Twinn says that ISBA and Defra want to encourage advertisers to make more green claims and believes the revised code and guidance will bring clarity for consumers and advertisers alike.
He adds: ‘We share the government’s belief that making green claims is good for the growth in environmental awareness amongst consumers and the take-up of robust environmental policies by business.’
By Gemma Charles
