December 01, 2023

Seeing Green

Green claims are everywhere, even on social media. But how easy is it for consumers to tell the difference between a genuine environmental claim and a meaningless one? CPRC, in partnership with ADM+S, has analysed over 20,000 impressions of more than 8,000 Facebook ads with green claims.

This report:

Download Full Report

Key findings

Top 5 sectors making the most environmental claims in their social media advertising: 

icon

%

1. Energy


 

icon

%

2. Household products


icon

%

3. Fashion including garments

icon

%

4. Health and personal care

icon

%

5. Travel

Three most prominent colour palettes: 

Five most prominent sets of emojis: 

icon

Green tick

icon

Leaf

icon

Earth

icon

Möbius loop

icon

Sun

The change we need to see

Australians deserve protections that stop poor quality green claims being advertised. The onus needs to be put back on businesses to provide information that’s clear, consistent and comparable.

Our ideas for meaningful change include: 

icon
Banning or defining generic environmental claims to help ensure consumers have access to accurate and meaningful information,
icon
Empowering the regulator to ban and define environmental claims to ensure regulation is in-step with this evolving space.
icon
Developing clear guidelines on the use of colour and imagery that implies environmental outcomes.
icon
Prohibiting specific high-polluting industries from using environmental claims in their advertising.

Where to from here?

As current guidance and laws are being reviewed and reconsidered, there is an opportunity to test whether greenwashing practices in Australia will be adequately addressed. 

CPRC welcomes the opportunity to work further on this issue with government, regulators, policy makers, academia and the community sector. 

If you are in one the above groups and would like a one-on-one briefing for your organisation, contact our team today. 


This report was completed in partnership with ADM+S

 

Links

Book a Briefing View Media Release

Other reports

Newsletter sign-up

Skip to content