[Conference] The perils of greenwashing
2023/01/16
«Greenwashing is a cancer for CSR” could very well sum up this conference. Three luxury brands and one association tackled the pitfalls of greenwashing.
“Our association exists to push companies to be more transparent and avoid any and all greenwashing tactics. The first step on this journey is ensuring that sustainability measures are an integral part of a company’s business model,” explained Amélie Deloche, Climate & Energy Issues Communicator at French association Pour un Reveil Ecologique. “Many luxury houses have very ambitious sustainability strategies, but at the same time it’s business as usual. There is still a thirst for growth, and this needs to be reexamined,” she added.
Companies don’t greenwash for the sake of greenwashing, but often because they believe they are doing something innovative. But scratch the surface and it’s a smokescreen. This is why training has become paramount.
Amélie DELOCHE, Climate & Energy Issues Communicator, POUR UN RÉVEIL ÉCOLOGIQUE
Guillaume Petavy-Meynier, Global Brand Director at Martell Mumm Perrier-Jouët (Pernod Ricard Group) pointed out that Perrier-Jouët’s in-house sustainability program, Reenchant, takes a 360° approach. “Packaging is a part of a bigger picture, and we need to go much further and work in symbiosis with nature,” he noted. “Our program encompasses everything from regenerative viticulture to transport, energy sources, materials… the entire ecosystem is in play.”
So how are companies “greening” their offers to avoid greenwashing? Veronica Susman, Founder of skincare brand La Crème Libre said that in the context of luxury cosmetics packaging, she has made the decision to apply a zero-sample strategy to her brand. “If there is one battle we want to fight, it’s against samples and mini-formats. Let’s face it, a sample is 99% packaging for three drops of formula. We can’t have a sustainable strategy on one hand, and operational marketing that takes an entirely different tack,” she commented.
Perrier-Joüet favors local production. “In the past, much of our packaging was produced in China, so we had to rethink our approach to see how we could shift to made in France. One key project for the champagne brand was Ecobox, a folding box made in France (by Le Sanglier). “With FibreForm, zero glue, and natural inks, we designed a box that was 30% lighter—and 30% cheaper—than the previous generation pack”, explained Petavy-Meynier. Today, all of the brand’s packaging is manufactured less than 100km from the vineyard and by 2030, it is aiming for 100% of its maritime shipping to be by sailboat.
We talk about greenwashing, but there’s also ‘made in France-washing’. The consumer can be deceived by labels that state that their product is made locally even though only a portion is made in France. There is a real lack of education there.
Benjamin BUQUET, Co-founder CARUUS
For Benjamin Buquet, Co-founder of French-made sneakers brand Caruus, communication is also key. “We talk about greenwashing, but there’s also ‘made in France-washing’. The consumer can be deceived by labels stating that a product is made locally even though only a portion is made in France. There is a real lack of education when it comes to the consumer.” Petavy-Meynier added that it is essential for brands to have their own clear ambitions and then move ahead step by step, both internally and externally. And they need to invest in sustainability training. “Companies don’t greenwash for the sake of greenwashing, but often because they believe they are doing something innovative. But scratch the surface and it’s a smokescreen. This is why training has become paramount,” concluded Amélie Deloche.
Article based on The perils of greenwashing conference with Benjamin BUCQUET Cofounder – CARUUS, Amélie DELOCHE Communicator – POUR UN RÉVEIL ÉCOLOGIQUE, Guillaume PETAVY Global Brand Director– MARTELL MUMM PERRIER JOUËT – Véronica SUSMAN Founder– LA CRÈME LIBRE
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