The year 2021 has become an important year for the U.K. when it comes to taking action on climate change. In addition to hosting the 26th UN Climate Change Conference of the Parties (COP26) later this year, the U.K. government will set the world’s most ambitious climate change target – to reduce emissions by 78% by 2035 compared to 1990 levels. U.K. consumers are also becoming more environmentally savvy. In 2020, recycling rates for aluminum beverage can recycling reached 82%, its highest rate ever, and a 6% year-on-year increase from 2019. According to Alupro, there is an increasing awareness among U.K. consumers about the benefits of recycling and a significant shift in their behaviors. The rise in the volume of aluminum recovered from incinerator bottom ash can also be attributed to several new companies being approved to issue Packaging Recovery Notes and the commissioning of several new U.K. energy recovery facilities.
With increasing awareness of companies making misleading environmental claims, there are more and more instances of the media calling out greenwashing. The latest example of this positive trend is the BBC’s More Or Less programme on Radio 4, which investigated a recent marketing claim by Serious Tissues.
The company, which produces a range of tissue products, ran a radio ad that stated: “15% of global deforestation is from toilet rolls alone. But switch to Serious Tissues and they don’t cut down trees. In fact, Serious Tissues plant a tree for every roll sold.”
Following the ad campaign, a number of Radio 4 listeners wrote to More or Less, taking issue with the 15% figure and asking the team to investigate and find out whether that figure was true. On January 29, journalist Charlotte McDonald presented the results of their findings.
“First, we contacted the company whose ad it was, Serious Tissues, and they directed us to a 2019 report by the American environmental organisation, the Natural Resources Defence Council or NRDC,” said Charlotte on the programme. “The problem with the report was we couldn’t see a 15% figure that related to toilet paper.”
more at: https://www.twosides.info/UK/greenwash-claims-flushed-away-the-bbc-vs-serious-tissues/