A Guide to Making Credible Climate Claims for F&B Leaders

We explore strategies and best practices for making genuine climate claims while minimizing the risk of greenwashing, ultimately increasing consumer trust and brand equity.

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How to make credible climate claims is a hot topic among CPG brands. With a rigorous and well-designed communication strategy, brands have a lot to gain from communicating their climate commitments on packaging, websites, and various marketing channels. In fact, according to a recent McKinsey and NielsenIQ study, brands making credible ESG-related claims have 8% point higher cumulative sales growth, over the past five years, as compared to products not making ESG-related claims. In this blog post, we will explore strategies and best practices for making genuine climate claims while minimizing the risk of greenwashing, ultimately increasing consumer trust and brand equity.

[fs-toc-h2]Get Your Baseline :

To make credible climate claims, start by thoroughly understanding your brand's environmental impact. A Climate Footprint, often also referred to as a Carbon Footprint, is the total greenhouse gas (GHG) emissions directly and indirectly in the entire lifecycle of a product, otherwise known as Scopes 1, 2 and 3. This includes factors such as materials, energy consumption, packaging, transportation, and waste management. By identifying and quantifying these impacts, you can develop a clear picture of where your sustainability efforts should be focused.

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Create your Reduction Plan:

Establishing measurable sustainability goals is crucial for credibility. These goals should be specific, time-bound, and aligned with science-based targets or internationally recognized standards. In order to create a plan, you’ll want to:

Thoroughly analyze your footprint and understand where the bulk of your emissions are coming from
Partner with your procurement teams and suppliers to understand what actions are feasible
Run different scenarios (e.g., changing suppliers, swapping packaging) in order to quantify the impact of certain actions to your footprint

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Communicate the Data:

When making climate claims, it is essential to support your statements with data. Validate your sustainability efforts by engaging reputable third-party organizations who align to global standards ISO, GHG Protocol, and IPCC. Collaborating with these experts ensures that your claims are grounded in verifiable data, increasing their credibility. Furthermore, when communicating climate data with consumers, include what exactly is involved in the calculation, so that consumers can compare apples-to-apples across brands. This transparency enhances your brand's trustworthiness and differentiates you from greenwashing competitors.

Avoid Vague Terminology:

Using vague or misleading terminology can lead to accusations of greenwashing. Be cautious with terms such as "eco-friendly," "sustainable," or "green" without providing clear context or substantiating evidence. Instead, communicate specific actions you are taking to reduce environmental impact. Focus on specific achievements, such as percentage reductions in carbon emissions, use of renewable energy sources, or adoption of circular economy practices. This approach allows consumers to understand the actual impact your brand is making and helps build trust.

Educate and Involve Consumers:

Engage consumers by educating them about your sustainability initiatives and the reasons behind them on your website, social channels and on-pack. Transparently share the challenges your brand faces, the progress made, and the areas where improvements are still needed. Actively seek feedback and involve your customers in your sustainability journey. Encourage them to join you by making eco-conscious choices. Examples of our customers who have done a great job with communicating to customers include Kiki Milk and Numi Organic Tea. By fostering a sense of joint climate action, you build trust, loyalty, and a stronger brand reputation.

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For more tips and case studies, download the complete guide.

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Naomi
Head of marketing

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Naomi
Head of marketing

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Authors

Naomi Laporte

Head of Marketing