Greenwashing

As activity within the events industry starts picking up, Angela Barter advises us on how to avoid the dangers of greenwashing.

GREEN TRAP

As event attendees, delegates, hosts, sponsors and partners become increasingly conscious of the environmental impact of their choices, more event organisers and exhibitors are taking steps to address their carbon footprint and minimise waste generated by traditional inperson events.

Highlighting an event’s green goals or sustainability credentials in marketing communications can unlock a range of benefits, but it is crucial to avoid ‘greenwashing’ and its many dangers. Fortunately, this can be done immediately by implementing five simple but proven strategies.

Angela Barter, According to the founder,

The PR Agency 2022 Events Trend Report published by Eventbrite, green events are currently still trending despite the unprecedented two years during which Covid safety took precedence over environmental concerns.

Adapting impressively to meet all the challenges the pandemic created, the events industry saw a surge of both virtual and hybrid events, creating a popular new digital alternative to traditional in-person events. It also generated a further benefit: a substantially reduced carbon footprint and minimal waste.

TELLING STATS

According to a 2021 Nature Communications study, online hosting

Image supplied by Xanita

reduces an event’s carbon footprint by 94% and its energy usage by 90%. Hybrid events, with at least 50% being online, are also said to reduce carbon footprints by as much as two-thirds.

This is significant given the substantial carbon footprint and waste generated by traditional in-person events, which had previously earned the eventing industry notoriety for negative environmental impacts. These extend to include the carbon emissions resulting from travel to the event, and energy consumption at both the venue and the event attendees’ accommodations.

Events are also known for generating huge amounts of waste during and after

events, expos and conferences. This includes: food waste; the stand builds and infrastructure from exhibitions and booths; as well as general waste such as paper, cardboard, plastic packaging, carrier bags, plastic cups, water bottles, single-use floor coverings, padding, wood and plastic film. Most of this is not biodegradable, usually ending up in a skip heading for the landfill once the event is over, where it will pollute the environment for years.

Knowing the impact and potential negative consequences the events industry can have on the environment, it is possible to implement genuine, measurable environmental initiatives for each event, such as responsible waste disposal and managing carbon footprint through virtual and hybrid platforms, or other means.

GREEN STRATEGY

Highlighting an event’s green goals or sustainability credentials in the event marketing and communications can unlock a range of benefits, including enhancing brand value and reputation, portraying good environmental stewardship, creating longterm stakeholder value, and capturing the attention and loyalty of event attendees, delegates, hosts, sponsors and partners.

This is an effective strategy, if greenwashing and its dangers are avoided. ‘Greenwashing’ or ‘greenwash’, as defined by Greenpeace (Gatti et al., 2019:7), refers to “the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service”.

Greenwashing is unethical, and includes false, deceptive, exaggerated and inaccurate social and environmental claims that lead consumers to believe the company or product is ‘environmentally sound’ when it is not. Greenwashing is not always intentional – it can also be due to a lack of understanding, ignorance or simply overenthusiasm. Either way, poor or inappropriate communication leads to the promotion of false or misleading environmental claims.

Greenwashing is a dangerous gamble with a company’s reputation. Inaccurate environmental or green claims or simply glossing a ‘green sheen’ over event marketing and communications could create a significant risk of negative publicity, irreparable brand damage, and a loss of trust and investor confidence, if greenwashing is exposed.

STRATEGIES TO AVOID GREENWASHING IN EVENT MARKETING AND COMMUNICATIONS

With the pandemic over and in-person events gaining popularity again, more event organisers will begin to take steps to produce more sustainable events, making it increasingly important to implement strategies that will avoid greenwashing in event marketing and communications. Fortunately, this can be done immediately by implementing five simple but proven strategies: 1 Genuine, measurable environmental initiatives that reduce event carbon footprint, minimise waste, and ensure responsible disposal will build confidence, trust and loyalty among event attendees, exhibitors and other stakeholders.

2 Be factual, truthful and transparent. Don’t imply environmental benefits or make irrelevant environmental claims. Non-disclosure or omitting information can be construed as deception. 3 Base each environmental claim on a specific and genuine benefit/advantage to the environment that can be substantiated scientifically, with technical evidence or by reasonable rationale. 4 Use clear and understandable language, avoiding general, vague environmental terms such as ‘environmentally friendly’, ‘eco’, ‘green’ or

‘natural’; and refrain from misleading imagery that implies an environmental benefit or suggests a third-party endorsement. 5 Ensure supporting certification, documentation or information is available to stakeholders. Using a well-recognised third party for accreditation helps gain strong credentials. When necessary, rely on the expertise of a sustainability communications specialist.

CONSCIENTIOUS UNDERTAKING

Companies that ‘green sheen’ their communications risk not only reputational damage when exposed, but could face legal and financial recourse. This is because although legal protection against greenwashing does not currently exist in South Africa, legal protection does exist for unfair, deceptive and misleading claims under the Consumer Protection Act and the Foodstuffs, Cosmetics and Disinfectants Act. The South African Advertising Regulatory Board also warns against general environmental claims and asserts that environmental statements in advertising need to be accurate, meaningful to the consumer and backed up by recognised scientific standards and principles.

Without ‘greenwashing’, event organisers can provide exhibitors and delegates with accurate, transparent and authentic environmental information, enabling them to make informed decisions to support events that are truly making a difference to reduce their environmental impact.

Angela Barter is a sustainability communications strategist with over 20 years of experience. She is the founder of The PR Agency, and is a widely respected public relations specialist. She holds an MPhil in Environmental Management from Stellenbosch University and is an accredited PRISA (Public Relations Institute of Southern Africa) Chartered Public Relations Practitioner (CPRP). Visit www.angelabarter.com or connect with her via LinkedIn.