New sustainability rules suggest greenwashing claims soon subject to crackdown
The momentum around sustainability is reaching a new high. At Cannes LIONS this year, there was a “responsibility” hall that included sustainability initiatives, and each award asked for information about an ad entry’s sustainability. Companies want in on the action and are embracing Ad Net Zero and other sustainability groups. At the same time, many are making green claims. Tech companies might offer offsets for a media buy or be powered by renewable energy. Brands are touting the green elements of their products.