With eco credentials the top of everyone's list and buzzwords such as ‘Slow’, ‘conscious’ and ‘thoughtful,' it is becoming increasingly difficult to make good choices. These words can easily be over used and misleading rendering them almost useless.
Similarly, the terms ‘sustainable’ and ‘ethical’ are words that have no legally binding meaning. They can be used freely by anyone without evidence to back them up. It is hardly surprising that we get confused and wonder what to believe.
Having an understanding of these words is vital if we want to make positive purchases. As consumers we can challenge brands to back up their statements.
the Financial Conduct Authority (FCA) proposed a new general anti-greenwashing rule:
'sustainability related claims must be clear, fair and not misleading'
