as companies try to establish their sustainability credentials they need to be completely transparent
Even if you have the best intentions, it is hard to make decisions based on the environmental impact of your purchasing behaviour when there is a lack of clear and consistent product information. Take eggs for example, what is the difference between free-range, organic, barn, natural or farm-reared eggs? Waitrose has recognized this problem and in their new advertising campaign they concentrate on communicating the clear simple message, ‘Everything we do goes into everything you taste’.
It’s hard enough when buying eggs but when you’re considering a high-value, complex purchase like a car, it becomes many times more difficult.
To help consumers make decisions based upon environmental or ethical concerns, some companies are adopting full product transparency, which goes beyond the publishing of Environmental Product Declarations (EPDs) to look at each and every impact throughout the product’s life-cycle.
waitrose eggs (courtesy of waitrose)
Transparency is key to building trust and whilst advertising can tell a story, companies need to review their whole value chain and consider improvements. This is recognized by forward-thinking companies responding to stakeholder and consumer pressure to be more sustainable.