Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18 Page 19 Page 20 Page 21 Page 22 Page 23 Page 24 Page 25 Page 26 Page 27 Page 28 Page 29 Page 30 Page 31 Page 32 Page 33 Page 34 Page 35 Page 36 Page 37 Page 38 Page 39 Page 40How to Say It A recent report from Nielsen illustrates that for more than half of con- sumers (62%), brand trust is important in their buying process.13 Brands have a real opportunity to increase trust and develop relationships with consumers by demonstrating their commitment to sustainability. There is quantifiable business and reputational risk when a company is not engaged in corporate social responsibility. Articulating sustainable practices must pass Federal Trade Commission (FTC) muster as well as the consumer sniff test. Adhering to the Green Guides will mitigate reputational risk when sharing the sustainability journey—be it on a website, in stores, in promotions and on products. Avoid the sins of greenwashing at all cost—it can make or break a brand. Don’t end up on the wrong side of greenwashingindex.com. According to ecolabelindex.com, there are over 465 third-party ecolabels. It is becoming increasingly difficult to keep up with all of the new standards and labels. A good supplier will help to sort it out. be specific | An environmental claim needs to be clear whether it relates to the product, the package or a service. A general statement on a package containing a product that simply states “recycled” can cause confusion over whether the claim relates to the package itself or the contents of the package. When in doubt—spell it out. Also, avoid general implied environmental benefits such as “Earth-Safe” or “Environmentally Friendly” without clear qualifying language that limits the claim to specific product attributes that can be substantiated. 29 | How to Say It Consumers want transparency and they reward authentic brands with their business. When a brand openly shares the commitment that has been made to reduce its environmental and social impacts, the consumer becomes connected and a brand evangelist is born.