Submitted by: Two Sides Australia 02/03/2016
No mention of green, trees or environment
Over the past five (5) years Two Sides has worked with many companies on issues related to environmental marketing of electronic services over paper-based communications. Our ongoing campaign has had a 70% success rate challenging misleading environmental claims against paper and print.
Let’s make one thing clear – Two Sides is not against electronic communications, nor are we promoting MORE paper use. We are asking for a fair and balanced representation of paper products and an end to negative marketing claims against paper, especially when these claims are vague and unsubstantiated with science-based facts (eg. go paperless, go green, save trees).
Unfortunately, many corporate environmental marketing claims used today to promote lower cost e-statements and other e-services are based on false perceptions and a lack of understanding of the environmental issues related to paper and our growing electronic infrastructure. In our view, they also don’t meet environmental marketing best practices and guidelines set out by governing authorities such as the Australian Competition and Consumer Commission (ACCC).
So what are we aiming for? Here is an example of a company we engaged with after being notified about misleading environmental claims by their customers.
Example 1: Misleading claim
Following engagement with Two Sides, the evidence to support the claims of saving ‘5000 football fields of trees’ was explored and it was determined this was not based on actual research from the company, rather a marketing statement. After working with Two Sides, the company reviewed and updated their campaign to instead be called ‘Go Digital’.
Example 2: Updated positioning
This is just one great example of how Two Sides is working collaboratively with companies to educate and update misleading environmental claims.