PR companies are sometimes accused of “greenwash” or misleading publics about the environmental performance of companies or products.

If unchecked, “greenwash” will undermine eco-conscious consumers’ confidence and jeopardise the progress of legitimate green products and services.

We’re determined to avoid any form of “greenwash” and we believe there is a right way to communicate about the environmental aspects of a company, product or service. We like to think of that “right way” as PR for a bigger purpose.

That’s what has led members of our team to develop Earth-Pledge, our own code of practice. Earth-Pledge meets and exceeds the Australian Competition & Consumers Council’s guidance on environmental claims and labels, as well as international best practices in the PR industry.

All our consultants are inducted to Earth-Pledge and it’s all about driving integrity in how we go about doing our jobs, including what we will (and won’t) do in our counsel for clients.

We will encourage the Australian PR industry as a whole to adopt similar principles. We will also create a network of fellow sustainability communicators – both in the corporate sector and working in other consultancy firms – to take the discussion forward.

Click here to view Earth-Pledge.