
Softly Blog
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Softly is a technology company that simplifies sustainability for businesses and consumers. We equip businesses with trustworthy ways to demonstrate their sustainability practices to customers and government agencies. And we empower shoppers with the information they need to make smart purchasing decisions based on their personal values.
Softly Blog
3w ago
In today’s sustainability climate, making a green claim can be risky. Being transparent and honest about your commitment to sustainability is essential for effectively connecting with your environmentally conscious customers. This guide will help you navigate this landscape and avoid greenwashing, enabling you to highlight your environmental initiatives and build trust with your customers.
The post Your Guide to Sustainability Labeling and Avoiding the Risk of Greenwashing appeared first on Softly ..read more
Softly Blog
1M ago
With greenwashing regulations under construction, making green claims can be risky. However, supporting these claims with data-backed evidence and third-party validation can help them hold up in court. Third-party certifications can provide a backbone to simple and sometimes misused terms like carbon neutral, natural, or recyclable. The recent dismissal of the Evian Water case demonstrates the importance of giving consumers accurate information and tools to evaluate whether sustainable attributes are worth the premium price.
The post How Protect Your Reputation from Greenwashing Using Sustaina ..read more
Softly Blog
2M ago
Greenwashing is more than just a cover-up; it is any misleading practice of making false green claims. Greenwashing has many shades, and each of these practices carries potential risks.
The post Transparency: The Key to Avoiding the Risks of Greenwashing appeared first on Softly ..read more
Softly Blog
3M ago
Regulators like the U.S. Federal Trade Commission and the UK’s Competition and Markets Authority are investigating major corporations like Procter & Gamble and Unilever for deceptive marketing tactics. Staying informed about green marketing guidelines can help you truthfully showcase your product's environmental benefits while protecting your company from legal missteps.
The post Green Imagery-Is it Worth the Risk? appeared first on Softly ..read more
Softly Blog
3M ago
Product marketing and legal teams are on high alert with the anticipated release of the Federal Trade Commission’s (FTC’s) new Green Guides. These guides help brands make honest, accurate environmental marketing claims by providing clear interpretation of federal anti-greenwashing guidelines. Global brands must also adhere to similar regulations in the EU and Canada to avoid […]
The post What Companies Need To Know About The New FTC Green Guides appeared first on Softly ..read more
Softly Blog
3M ago
Almost every company now displays a sustainability report on its website where it might promise to reduce its carbon footprint or make its products completely recyclable in 10 years. However, without clear science-based targets and data to back them up, companies leave themselves open to reputational and litigation risk when they make overarching green claims.
The post Green Marketing Claims Under Scrutiny appeared first on Softly ..read more
Softly Blog
5M ago
Around the world, companies have been criticized for greenwashing by using deceptive green imagery and vague language on their labels. US consumers are filing class action lawsuits against this practice in rising numbers. Class action lawsuits have risen over 300% in the past six months alone.
The post Green Imagery – Is it Worth the Risk? appeared first on Softly ..read more
Softly Blog
6M ago
As a business, staying quiet is not the answer; consumers want transparency! Greenwashing has made increasingly environmentally conscious consumers wary of buying products marketed as eco-friendly. Companies want to promote the sustainability of their products but are worried about being perceived as greenwashing. This crossroads has led to greenhushing—the practice under-communicating sustainability practices.
The post The New Trend of Greenhushing appeared first on Softly ..read more
Softly Blog
8M ago
Driven by patriotism, support for the American economy, or a belief that U.S.-made products are superior quality and more eco-friendly, consumers are increasingly seeking the “Made in the USA” label. As a result, many brands prominently display this on their packaging. However, before boasting the red, white and blue, it’s important to understand the requirements and the potential risks of non-compliant labeling.
The risks are significant. For example, home goods giant Williams-Sonoma got caught not once, but twice, for mislabeling products, resulting in hefty fines. And litigation citing non ..read more
Softly Blog
9M ago
Consumers are demanding more sustainable products, and businesses that make environmentally friendly products want to advertise their good works to their customers. But today’s regulatory environment is not making this easy.
Even companies with the best intentions are finding out the hard way that there are many moving parts when it comes to marketing their products. Greenwashing lawsuits are skyrocketing, and if caught in the crosshairs, it can be both costly and damaging to your reputation. Fortunately, there are safeguards you can take to protect your business.
Understanding New Green ..read more