COP26
ETHICAL ACCREDITATION IS BECOMING INCREASINGLY IMPORTANT By Tiffany Kelly, Beyond Bamboo
If achieved, accreditation can provide businesses with a legitimate USP and reinforce their sincere commitment to protecting the planet.
Many consumers now see ethics as a key element when purchasing both on and offline. In 2019, ethical consumerism and finance in the UK alone reached record levels £98 billion. Great news for ethical and sustainable businesses. But there is a downside.
For sustainable businesses to thrive, it is essential that they stand out from the greenwashing and make it easy for consumers to understand what they are buying and how their product is more sustainable and less environmentally damaging than a competitor. Keen as consumers are to purchase ethically, they need the choice to be made easy for them – not something that requires mountains of research and doublechecking. They need to be able to trust the businesses they choose.
With so many companies jumping on the sustainability bandwagon, there is an increasing amount of greenwashing. This is making it harder and harder for the genuinely sustainable companies to stand out and be noticed, and, in turn, almost impossible for consumers to be sure that what they are buying is truly ethical and sustainable. What may look ‘green’ on the surface, could have unethical supply chains or additional ingredients that are not sustainable - and who decides what is green anyway? In order to mitigate this problem, genuinely sustainable businesses are looking to external accreditation as a way to restore trust among consumers. This external audit evaluates the whole supply chain – not just the final product.
This is becoming increasingly important as consumers continue to change their spending habits to focus on not just cost but an additional three separate elements of business that relate to social, environmental and economic growth or triple bottom line reporting: people, planet and profit. So how can businesses create this feeling of trust with their customers? Whilst some ethical businesses may be tempted to opt for the cheaper route of self-accreditation, this is best avoided.
❛❛ Whilst some ethical businesses
may be tempted to opt for the cheaper route of self-accreditation, this is best avoided ❜❜
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Consumers are already suspicious of claims that are not backed up with evidence and are wary of greenwash. In some cases, claiming green credentials without offering any proof can do more harm than good as consumers question the veracity of the statements thereby making them question other claims made by the company too. It is important to make sure that your organisation really understands and has bought into the value of accreditation. According to a report by Shelton Group 2018, 86% of consumers say companies should take a stand on social and environmental issues. Both consumers and investors are flocking to companies that demonstrate sustainability but will actively block those they believe to be greenwashing. The right accreditation will make your business instantly attractive to both, increasing your profitability and your opportunity for growth. So how can you choose the right accreditation scheme and certification for your business? Here are four things to consider:
