This year, let’s pack sustainability into smaller servings
Lofty green goals can be achieved when approached as tractable actions; greenwashing can also be reduced
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A NEW year smells of a fresh start. Sustainability has seen both the good and bad in 2023, with increasing greenwashing incidents but also tighter regulations across the world. In 2024, an approach to packing sustainability into smaller and easier-to-understand servings may tilt the needle towards the good.
When sustainability is viewed as a lofty goal, achieving it may seem too monumental, a deadline years into the too-distant future. Behavioural change, deviating from the unsustainable habits of the past, may easily get thwarted. Or they may head in the wrong direction.
Numerous brands, such as Coca-Cola, Lufthansa and Nike, were called out for greenwashing in 2023. In December, the Advertising Standards Authority of Singapore deemed a video advertisement about a Prism+ air-conditioner to be misleading in its environmental claims. This was the first time that the authority found a company to be in breach of advertising regulations relating to greenwashing.
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