What is Greenwashing & Why Should Businesses Avoid it?

What is Greenwashing & Why Should Businesses Avoid it?

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As consumers, we all take great comfort in using eco-friendly products. Generally speaking, we feel better about ourselves and our choices when the products and services we consume don’t damage the planet, right?

In fact, many of us wouldn’t think twice about actually paying more for these kinds of products. According to recent statistics, UK consumers are willing to pay an average of 25% more for ‘sustainable’ alternatives!

But this comes with a caveat. If companies know that a green label guarantees a higher price, what’s stopping them from slapping one on all their products without actually being ‘green’?

This, my friends, is a phenomenon known as ‘Greenwashing’.

 

What is greenwashing?

Greenwashing is the negative and misleading practice of labelling services & products as ‘green’ in the absence of any actual sustainable action.

The European Commission conducted a study last year that found that more than 42% of ‘green claims’ by businesses were either exaggerated, deceptive, or completely false. And, while the businesses investigated were mostly fashion and homeware retailers, greenwashing also happens in the service sector too.

Andrea Coscelli, Chief Executive of The Competitive and Markets Authority, has said on the matter, “Too many websites appear to be pushing misleading claims onto consumers, which means that companies offering products with a genuine environmental benefit are not getting the customers they deserve.” This is just one of the unfortunate outcomes of greenwashing. 

 

How to spot greenwashing

If you’re thinking of partnering with a company or buying a product, stay vigilant for the following classic greenwashing techniques:

  • Nature-themed labels, packaging, and marketing. This can take the form of earthy tones and leaves or greenery on the packaging. This might not always be a ‘tell’ of fraudulence but is often used to draw consumers in.
  • Buzzwords such as ‘natural’, ‘organic’, and ‘free range’. When it comes to marketing copy, the devil is in the details. ‘Natural’ doesn’t mean it’s not harmful to the planet. 
  • Sweeping statements and generalisations. Usually, products practising greenwashing will be vague on purpose to avoid revealing the harmful ingredients or practices involved. The company Orangutan Alliance has discovered over 400 ways to refer to palm oil on packaging without actually mentioning it.
  • Faulty certifications. Though a product may claim to have green credentials, this may not always be the case? Is it Rainforest Alliance certified?

In order to attract customers and compete with legitimate eco-friendly products, some businesses will utilise the techniques above. 

 

Are there any laws against greenwashing?

Yes and no. There aren’t any official laws; however, there are lots of rules and guidelines. In 2021, greenwashing reached an all-time high. As a result, the Green Claims Code was published to help businesses better comply with the law.

The Green Claims Code has six distinct principles that aim to guide businesses away from unintentionally greenwashing their products and services:

  1. All claims must be truthful and accurate.
  2. All claims must be clear and unambiguous.
  3. All claims must not omit or hide important relevant information.
  4. Any comparisons must be fair and meaningful.
  5. Claims must consider the full life cycle of the product or service.
  6. All claims must be substantiated.

Point number 5 is especially important for businesses offering services as there are usually a whole host of environmentally-impactful things to consider. For example, supply chains, energy generation, and emissions.

Find out more about the Green Claims Code for businesses here.

Alongside this investigative action, serious cases of greenwashing will be dealt with under the Consumer Protection from Unfair Trading Regulations Act of 2008 ( or CPRs). This Act can see businesses who actively feign green credentials to mislead consumers landed with a hefty fine and put in bad standing. 

 

What can your business do to avoid greenwashing?

Nothing is more important than the relationship with your customers and one of the most fundamental business values is transparency. So, claiming to have green services and products when you don’t (and then being found out) is less than ideal. 

Instead, be honest and take action. Chances are your customers will respect and trust your business a whole lot more if you are open about your sustainability goals, rather than making vague claims. 

At the end of the day, your business will stand in much better stead if it: 

a) Is open and honest about its products and services
b) Sets goals and holds itself accountable
c) Works towards reducing its environmental impact 

If you’re a business looking for inspiration on how to be more sustainable, we have the perfect blog for you.  In the meantime, check out our Environmental Policy here.

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Five Foolproof Tips to Reduce Food Waste

Five Foolproof Tips to Reduce Food Waste

Home > Green Business

This quarter, Sleeping Giant’s Green Squad have decided to support the charity Fare Share. After doing our research into the food waste problem, we were overcome by just how endemic of an issue the unequal distribution of food is. 

So, we thought we’d share our findings with you and do our bit to remedy the problem. 

The food waste problem

Right now, 8.4 million people in the UK are struggling to afford to eat.

The equivalent of the entire population of London is currently living in food poverty and yet the UK disposes of around 9.5 million tonnes of food per year. 

Read that again. 

In this country, we have a serious problem with wasting food. While others go hungry, the majority of us throw away unnecessary amounts of food and the distribution of perishable items is painfully wasteful.

According to recent research by WRAP, of the 9.5 million tonnes of food wasted,  over 2 million tonnes of it is still edible, meaning that 1.3 billion meals are binned without reason.

A crisis for people & planet 

While the nation’s food wastage is a huge issue for those living beneath the poverty line, it also indirectly affects everyone through its contributions to the climate emergency.  

Did you know that the annual amount of food waste in the UK releases the equivalent of 25 million tonnes of CO2e into the atmosphere? 

Contributing not only to the crippling economic disparity in the UK but also to its climate emergency, then, it is safe to say that food wastage must be controlled. 

How can you reduce your food waste?

Below are five foolproof steps that every household can perform to decrease the levels of food being wasted from month to month. Pick a few that you are able to commit to and do your bit to cut back on food waste.

Plan those meals 

If you are able, planning your meal portions and weekly menus is a simple but effective way to manage your food wastage as a household. 

By prioritising fresh ingredients and those items which will go out of date first, you’ll be much more likely to use everything up instead of coming to the end of the week with a mouldy vegetable drawer. 

Most household food waste is scraped directly from our plates into the bin at the end of every meal, suggesting a lack of awareness surrounding portion sizes. While food is fuel and eating enough is important, if you are consistently throwing away food, you might benefit from using a portion planner. 

Love Food Hate Waste has a handy tool that can help you decide how much to cook depending on guest numbers, ages, and even food type.

Ice, ice baby

Did you know that 20 million slices of bread are wasted in UK homes every day?! And without good reason too! Bread is one of the easiest things to freeze and (if you’ve got a decent toaster) it can even be consumed directly from frozen.

You’d be surprised by how many household food items can actually be frozen and safely consumed at a later date. Poultry, for example, is easy to freeze and cook later. 

If you’re wondering what amongst the contents of your shopping trolley can be frozen, use this handy A-Z of Food Storage Guide to double-check it’s ok to do so.

When making your meals, think ahead and double the ingredients to make a meal to freeze for your future self to enjoy (you’ll thank yourself later). While you’re at it, invest in some good Tupperware that can withstand freezing, warming, and washing well.

Some surprisingly-freezable foods include:

  • Nuts (Yes they can go off!)
  • Cooked rice
  • Cooked pasta
  • Butter
  • Peeled bananas
  • Grated cheese 
  • Milk
  • Yoghurt 

Do your research beforehand, though. Some foods only last a few months in the freezer, while others (like carrots and onions) must be prepped in a certain way before the big chill.

Flex the ‘FIFO’ method

Inefficient storage of perishable items has a huge impact on the amount of food wasted in the UK each year. All of us are guilty of forgetting about products in the bottom of the veg drawer or letting potatoes go to seed in the cupboard. But that doesn’t have to be the case. 

With the ‘First In, First Out’ method (or FIFO if you’re hip) you can get a hold on the timely usage of your fresh food, making sure nothing is left to rot in the dark corners of the pantry. 

Popular among many restaurants, this method ensures that newly bought food is placed towards the back of the cupboard, while older food is bought forward to use sooner. 

Every time you bring home your groceries, check the expiry dates and condition of the food already in the fridge or cupboard and move it forward to make room.

Though it sounds simple, if you get in the habit of FIFO-ing, your food bin will thank you. 

(Hint: keep your fridge below 5 degrees celsius to help things last longer!)

Share the love

Whether it’s worms or your housemates, sharing your leftovers with others is a brilliant way to reduce waste. 

If you can’t share a portion, invest in a compost bin. Almost all foods are compostable and, if done properly, composting can be an incredibly rewarding experience. If you’re looking to start a compost heap or bin for your food waste scraps, follow this handy guide written by the gardeners at The Eden Project. 

What can you not compost?

There are, however, a few foods that you can’t  compost, however, including:

  • Meat & dairy products as these can attract pests 
  • Cooking oils
  • Fruit with stickers on (remove these beforehand)
  • Cooked rice as it attracts harmful bacteria 
  • Teabags as they contain synthetic fibres that will not decompose

For more advice on what you can and cannot compost, see here

Embrace imperfection 

A third of the food grown on earth is wasted. In the UK, over three million tonnes of fresh fruit and veg are wasted before they even leave farms each year. Why? 

Since aesthetic standards were placed on veg in the EU in 2009, The concept of a ‘perfect’ potato or an ‘ideal’ onion has clouded our judgement on fruit and veg. The ever-increasing standards in the food industry are causing us to lose touch with the homeliness and imperfectness of veg. As a result, supermarkets and consumers alike are choosing to turn away from products that aren’t polished and plump.

By supporting companies like Rubies in the Rubble (who exclusively use ingredients that would have been binned), you can help cut back on the amount of food wasted. Or, you can source ‘wonky veg’ directly from subscription boxes like Oddbox or Wonky Veg itself. 

​​If you come across some ‘ugly’ looking fruit or veg in the supermarket, take it home with you and turn it into jam or chutney. 

Waste not, want not

We hope these tips have helped you to see just how easy it is to cut back on food waste. For more information, head over to Fare Share, the food distribution charity that we are supporting this quarter. 

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Why Every Business Needs a ‘Green Team’

Why Every Business Needs a ‘Green Team’

Home > Green Business

Here at Sleeping Giant Media, we make it our business to be clean, green, and not at all mean to the planet. 

One of the ways we do this is through our ‘Green Squad.’ A Green Team, or Squad if you’re trendy like us, is a dedicated collection of individuals from all areas of the business who come together to drive the business towards an eco-friendly future.

We believe that every business needs its own Green Team — not only to Green spearhead its efforts to protect the environment but also because it’s really really cool. Read on to find out more about our Green Squad and the reasons why your business needs to get one started (like, right now!)

An eco-conscious office space

Having a team dedicated to making your company as green as it can works wonders for your workspace. From ethically sourcing materials to making recycling the norm, there are a whole host of things your Green Team can implement in the office.

Here are just a few of the Green things we have in Giant Towers, courtesy of our People Team and Green Squad:

  • Recycling bins for paper, cans, plastic, and glass on every floor so it is no hassle to recycle.
  • ‘Switch It Off!’ light switch reminders (everywhere) and timers on each power source to turn off when not in use.
  • Exclusively recyclable materials from Muffle in our soundproofing on the 8th-floor focus space.
  • A constant supply of vegan alternatives at all our social events.
  • Cork coasters, because who needs plastic?
  • A push towards powerlessness and (subsequently) a very inactive printer.  
  • Shelves full of reusable branded cups and tote bags to reduce single-use plastics.
  • Biodegradable wipes to keep our surfaces and consciences clean during the pandemic.
  • Tissues made sustainably from CheekyPanda X Who Gives a Crap?
  • Refillable dish and hand soaps from companies like Method along with eco-friendly dish scourers.
  • Milk alternatives (oat milk) ordered from carbon neutral company, Minor Figures.

Though, in isolation, these changes seem small, when combined and maintained by a group of committed individuals, it becomes easy for your workspace to be greener.

Corporate responsibility 

As a public player in your local community, your business has a commitment to the environment. Your company has a responsibility to play its part in the fight against climate change. And, as of 2022, this responsibility may well be legally upheld.

In September of 2021, the UK government rolled out its ‘Green Claims Code’ to crack down on companies that misleadingly ‘Greenwashed’ their products and services without actually being environmentally friendly at all. 

Andrea Coscelli, Chief Executive of the CMA, said, “More people than ever are considering the environmental impact of a product before parting with their hard-earned money. We’re concerned that too many businesses are falsely taking credit for being green, while genuinely eco-friendly firms don’t get the recognition they deserve.

With an active and visible Green Team, it has never been easier for your business to contribute to a greener future and authentically brand yourself as an eco-friendly business.

 

Focused change 

Having a specialised, core unit in the business dedicated to environmental issues is a surefire way to catalyse change.  Often, with environmental action, it takes the efforts of a small group to inspire the masses to make changes — and your Green Team can do just that. 

Your Green Team can act as a funnel of information, attending events and feeding back or disseminating research and resources to the rest of the workforce, making action easier. 

As Liz puts it, “Being more green can feel overwhelming a lot of the time, with so much information and do’s/don’ts and, honestly, judgement being thrown around. I like the idea that the squad can help simplify things for people and make it feel accessible.”

Here’s some action that our Green Squad has recently inspired:

  • Attended local forums like the Kent Plan Bee Summit to align our efforts with those of local initiatives.
  • Created informational content about the climate emergency to circulate to fellow GIANTS.
  • Conducted research into working from home to better inform our current practices. 
  • A few of our members became activists for sustainability over the festive period in the ‘Green Christmas’ campaign.

Company Image

Though not the main motive for assembling a team of Green avengers, the image of the company is strongly affected by the activism of its employees.

According to recent research by Smart Pension, consumers are now up to 58% more likely to purchase from a business if the business is seen to care about the environment. What’s more, studies also show that customers are willing to pay up to 20% more for environmentally-considerate products and services. 

So, it really does pay, then, to be seen making strides towards a more environmentally-conscious future — and what better way to do it than with a visible, active team producing measurable results. 

Here at Sleeping Giant Media, our Green Squad play to their strengths. So, while commercial manager, Shaun, delivers outreach talks in the community, Liz and Kitty from content write shareable, informational blogs. 

Here are just a few things we’ve been doing recently to enhance our greenness as a business:

  • Sourcing our snacks and drinks from local businesses like Kendrew Coffee instead of large multinationals. 
  • Participating in organised litter picks along our local beaches and roadsides.
  • Giving educational talks at local climate events like the Zero Carbon Tour.
  • Encouraging our GIANTS to try out a vegan option or two! From always providing a plant-based dish at our company events to running a vegan cook-along in Purple Week, we aim to raise veganism as a viable option whenever we can! If you’re thinking about trying out some vegan snacks, read our latest blog, ‘4 Festive Vegan Recipes You Should Try’.

Strengthen business bonds

A happy accident of forming a Green Team is the sense of community it brings. Since individuals from all parts of the business can join, the Green Squad has occasioned a series of unlikely friendships and has encouraged people with different specialisms to work together. 

Our Green Squad, for example, includes passionate individuals from all over the business, right from newly-recruited executives to the CEO! 

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4 Festive Vegan Recipes You Should Try This Christmas

4 Festive Vegan Recipes You Should Try This Christmas

Home > Green Business

As the cold weather threatens to freeze over festive plans, we’ve put together a menu of vegan courses to warm you right up! Whether swapped in as alternatives around the Christmas dinner table or used to spice up your usual menu, these delicious dishes take into account both seasonality and seasonings.

Yes, vegan meals are delicious, but they are also great for the planet. Did you know that just 500g of beef needs over 11,365 litres of water to be produced?  With the fruit and veg alternatives in these vegan meals, both your conscience and your tastebuds will thank you.

Tried and tasted by our very own vegan foodie, Kat, these vegan options are not only healthy but simple to make too.

Let’s start with an entreé…

Potato and Kale Enchiladas -- Epicurean Vegan

Starter: Kale & Potato Enchiladas

Ok, so this one might seem like more of the main course, but we couldn’t resist adding it to the menu, envisioning mini-mash potato parcels! 

Instead of using mince as the bulk of this dish, the vegan alternative adds fluffiness with potato and texture with kale — it’s a win-win!  Spiced with cloves, cumin, and pumpkin seeds, these parcels offer a healthy twist on a Mexican classic.

Pro-Tip 

Kat recommends adapting this recipe into simpler burritos if you’re short on time, using whatever casing and spices you have on hand since it can be quite labour intensive!

To see this recipe in full, head over to Epicurean Vegan’s site and follow the steps to deliciousness. 

Main: Nut Roast 

A nut roast is the classic vegan alternative to the meat offering on Christmas day. 

You get all the warmth and taste without the guilt … and the harm to the animals. 

While nut roasts have been done before (lots and lots of times) there’s nothing dry about this recipe from Deliciously Ella which combines mushrooms for moisture with nutmeg and sage for festive flavours. 

Did you know that nuts contain unsaturated fatty acids and are actually a great source of protein and fibre? Making a nut roast, then, is not a copout alternative but a healthy, tasty choice in its own right. 

Pro-Tip

When Kat makes this meal at home with her family, she swaps out the cashews for more locally-grown walnuts to reduce the carbon footprint of the meal!

You can view the recipe in full here

 

Vegan Chocolate Cupcakes

Dessert: Chocolate Cupcakes 

Described by Kat as “insanely delicious, fluffy and containing no ‘weird’ ingredients”, these cupcakes are simple, sweet, and sure to be a family favourite this Christmas. 

Using soy milk instead of cow’s milk and peppermint, almond, or vanilla extracts for flavour, this recipe makes subtle changes to the classic cupcake ingredients for excellent results.

Pro-Tip 

To stick with the festive theme, add a smattering of Tate and Lyle’s icing sugar over the top for a snowy feel. Choose your icing sugar carefully, though, as not all of them are vegan. 

Follow the full recipe here.

 

top down view of pumpkin scones with maple glaze on baking sheet.

Snack: Pumpkin Scones with Maple Glaze

This one’s for those who just can’t quite let go of Halloween yet. 

A proper winter warmer snack, these scones are perfect for impromptu tea breaks or snacks on the go since they are simple to make and even easier to eat. Filled with a spiced pumpkin puree, lots of sugar, and topped with pure maple syrup, these scones are a mouthwatering tasty treat. 

Head over to the Simple Veganista website to follow the recipe in full. 

And there you have it, a menu brimming with vegan variety. If you decide to try your hand at any of these dishes, let us know what you think!

(All images from the relevant recipe websites – check them out!)

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A Very Green Christmas

A Very Green Christmas

Making Christmas Green

Join us as we find the joy in all things Christmas for 2021, and the big green man himself, The Grinch, brings the realities for a Green Christmas.

Home > Green Business

It’s Christmas time already! Hasn’t 2021 flown by?

From all of us here at Sleeping Giant Media, we’d like to wish you a very Merry Christmas, Happy Holidays & A Giant New Year.

Looking back over 2021, we can see we’ve accomplished some Giant things, and hope you have too.

We managed to take on 30 new Giants, growing our service offering and boosting the business. And guess what, we’re still hiring with some awesome plans to come in 2022!

We got to launch The Spark Agency with the aim of helping other businesses achieve their digital marketing goals through set packaged solutions and that’s doing amazingly, with a fast-growing team too.

We hosted workshops and trained hundreds of people, we attended business events where we were able to – reconnecting with people across the UK. We saw some Giant results for clients, bringing on some big brands to our portfolio and scaling up smaller businesses to Giant sizes.

We even launched a game towards the end of this year aimed purely at helping people to Find The Joy – our internal and external mission statement after a kinda crazy couple of years. You can still play that btw… just submit a score to the leaderboard for a chance to win awesome prizes.

We were listed as one of The Drums Top Digital Agencies, we won awards under The Investors In People for our reward, recognition and employee engagement programmes, and were even finalists for Employer of The Year, Customer Service Awards and Commitment To The Environment Award. Fantastic, right?

All in all, we focused this year, across our Giants and our clients on connecting, building foundations and finding the joy 👏

To all that have been part of our journey, or will play a part in the future, we love you!

Christmas Fun Facts

from Cindy Lou Who & The Grinch

“Did you know the scientists at Nasa calculated that Santa visits 822 homes a second to deliver all the world’s presents, travelling at 650 miles a second!”

“Did you know that Unilever suggests 4.2 million Christmas dinners are wasted each year in the UK from leftovers? Enough to feed everyone in Folkestone 90 times. Buy only what you need, look up ways to use leftovers in recipes.”

“Did you know that Silent Night is the most-recorded Christmas song in history?! It’s had more than 733 different copyrighted versions in the last 50 years.”

“Did you know, waste management company, Biffa, suggests that more than 100 million bags of rubbish are sent to landfill each Christmas, weighing an estimated 3 million tonnes (weight of 300 Eiffel Towers). Reduce, reuse, recycle.”

“Did you know that if you gave all the gifts listed in “The Twelve Days of Christmas” it would equal 364 presents?”

“Did you know, £42 million of unwanted Christmas presents are thrown in a landfill every year?”

“Did you know that Christmas Eve & Day are the two most popular days of year to propose? An estimated 100,000 proposals are likely to take place this Christmas season.

“Did you know, in 2018, 400,000 tonnes of paper & card and 114,000 tonnes of plastic packaging was thrown into landfill when it could have been recycled.”

How To Have A More Green Christmas

Our Giants love to inspire others to make more green, sustainable choices for their Christmas – from gift choice, through to the wrapping itself… check out some of our guides an advice.

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Looking at Corporate Responsibility: Our Partnership with The Aspinall Foundation

Looking at Corporate Responsibility: Our Partnership with The Aspinall Foundation

Home > Green Business

Corporate responsibility isn’t just a trend – we’re supporting The Aspinall Foundation with their conservation missions.

Turns out that being an award-winning digital marketing agency isn’t just about running a business! Who knew?

All joking aside, something that businesses need to take into consideration is the impact they have on society, the economy and the environment. While we work hard to deliver the great work that we do and train our GIANTs, that’s not the only thing that we’re passionate about.

From Raising money for charities like Tiny Toes by climbing mountains and eating cake to Running a GIANT Beach Clean, it’s safe to say that we love to get stuck in and help out. We’ve spoken a lot about the changes we’ve made as a business, as well as individual GIANTs, to be more green and give back to our environment. We’ve cut down on our use of plastic, gone paperless, replaced our general waste bins with recycling bins, cut down or eliminated our meat consumption – and more, all to reduce the impact that we have on the planet. 

Working with the Aspinall Foundation

However, it’s crucial to recognise that a lot of the damage has already been done. And that’s why we’ve been working with the Aspinall Foundation by sponsoring their Community-Led Rainforest Protection project.

The Aspinall Foundation, founded in 1984, is an internationally renowned animal conservation charity and the world leaders in wildlife reintroduction. They have been carrying out wildlife conservation work around the world for over 30 years. In that time they have faced the rewilding of wild and captive-born animals, illegal wildlife trade, and the recovery of threatened or endangered species through community-based conservation.

Originally, our relationship with The Aspinall Foundation was a client/agency one, as we worked our digital marketing magic to boost ticket sales using multiple digital marketing techniques like SEO, PPC advertising and social media ads. You can read about the GIANT things that we did in our GIANT case study, which, by the way, has been a finalist in many awards!

Our Partnership and the Madagascar Rainforest Protection Project

Since then, we’ve adopted two GIANT Anteaters named Zet and Fidji and gone on to be one of the sponsors for the Aspinall Foundations’ Protecting Primates in Madagascar project.

This project, as part of an existing programme for local people around the rainforest sites where the Aspinall Foundation were working, was designed to encourage the protection of the natural environment of the forest, increase the population of threatened lemur species, and to empower the local communities to improve their way of living with a sustainable focus. 

The foundation has been working in Madagascar since 2008 and has since:

  • Increased the population of the Greater Bamboo Lemur, one of the rarest primates in the world, from 100 to 1,000.
  • Worked closely with increasing numbers of local communities and protects over half the known wild population of the Greater Bamboo Lemur.
  • Have published over 35 research and conservation articles in international journals since 2010 covering various subjects including greater bamboo lemurs, black-and-white ruffed lemurs, brown lemurs, community-based lemur conservation, environmental education, to name a few.

And so much more.

GIANT in name, GIANT at heart

Working with the Aspinall Foundation has been incredibly rewarding as their remarkable global conservation work is something that we’re very proud of supporting. We’re looking forward to continuing our partnership with them and can’t wait to tell you about the next projects we’ll be supporting! Once the world returns back to normal, we’ve got some great things planned. 

For more information about their conservation work or to have a look at all the wonderful things they do, visit the Aspinall Foundation’s website.

This certainly isn’t the end of our approach to corporate responsibility, but being able to look back and know that we helped to make a difference is something that empowers us to keep on trying to make the world a better place.

Want to know about some of the other great things we’ve done outside of our digital marketing greatness? Have a look at our blogs about Purple Week, our blue Monday rebellion and the tiny steps we’ve made to make a GIANT impact.

Need help with your digital marketing?

Get in touch and let us know you read this blog. Someone will get back to you in a jiffy.

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