Anti-Greenwash Charter: Putting an End to Greenwashing

Slow Studio among the first signatories of the Anti-Greenwash Charter alongside other organizations such as Perkins & Will in defense of responsible marketing practices.

This is a campaign developed by The Anti-Greenwash Charter in collaboration with The Alliance for Sustainable Building Products (ASBP) that aims to eliminate the impact of greenwashing on the development of a truly sustainable built environment. Participating organizations must undergo a review to verify compliance with the standards upheld by the Charter, publicly committing to maintain high standards of marketing practices and adhere to the Government’s Green Claims Code, with an annual review of their marketing practices to be conducted.

 

Why Is This Important?

 

In recent years, there has been increased recognition of misleading environmental claims or false information within the built environment industry. ‘Greenwashing’ can take many different forms, from inaccurate sustainability targets to overly optimistic product specifications. The problem is widespread, with research conducted by the Competition and Marketing Authority (CMA) finding that up to 40% of environmental claims made online in 2021 could be misleading.

The construction industry accounts for approximately 40% of the United Kingdom’s total carbon footprint in 2021, and the rise of greenwashing has undoubtedly hindered the transition toward a truly sustainable built environment. On occasion, both clients and homeowners have been subject to poor communication standards within the sector and, in simple terms, misleading environmental claims are obstructing the dissemination of critical information needed to help us build more sustainably.

This is why a campaign promoting more responsible marketing practices is so important for the industry, and why any contractor, product manufacturer, architect, trade association, merchant, distributor, property developer, homebuilder, educational institution, or any other type of organization operating in the industry is encouraged to sign the Charter.

 

What Are the Standards to Be Met?

 

1. TRANSPARENCY

The organization will commit to clearly communicating what sustainability benefits its product or service offers and will not conceal or omit information.

 

2. ACCOUNTABILITY

The organization will substantiate its sustainability claims with accurate, regularly evaluated empirical evidence. It will commit to sharing facts, figures, and claims that can be verified.

 

3. FAIRNESS

It will commit to using fair, clear, and unambiguous language when providing comparisons with other products or organizations.

 

4. HONESTY

It will ensure that specific statements are made about the organization’s sustainability efforts and that its actions align with those promises.