With pandemic lockdowns as a backdrop, banks, utilities, telecoms and other large service providers boosted their efforts to switch customers from paper to electronic communication over the last 15 months, and with those efforts came a new wave of misleading environmental claims about paper – greenwashing.
The Two Sides Anti-Greenwashing Campaign mobilized to push back against this tide of new claims in January after a 10-month pandemic-related interruption, and wins have been steadily increasing. Thanks to this renewed effort, 14 companies have changed or removed misleading environmental claims related to print and paper so far this year, including large banks, utilities and notably, the U.S. Centers for Medicare and Medicaid Services, an agency of the U.S. Department of Health and Human Services, whose communications reach 44 million Americans or 15% of the U.S. population. This is in addition to seven wins in 2020 on greenwashing cases that were already in progress.
“We know that consumers are increasingly aware of the impact their choices have on the environment, and that environmental claims made by companies they trust can influence their decision making,” says Two Sides North America President Kathi Rowzie. “But those claims often are not based in fact. Many companies continue to encourage consumers to switch from paper to electronic communications using unsubstantiated claims that digital communication is green, saves trees and is better for the environment, and this activity has increased significantly during the pandemic.