Brands should be specific about their environmental claims, think like a campaigner and attack them in order to craft a defence, and put in the hard yards of understanding the product lifecycle’s environmental impact, or face the regulators.

Why it matters

It’s often heard that business must take a lead on the big issues affecting society and the planet, but it’s crucial to understand how those businesses will be held to account about the veracity of environmental claims and how to pre-empt possible objections.

Takeaways

• The specificity of claims like ‘green’ and ‘environmentally-friendly’ should be fully backed up. Online is...