A broad claim that a product or activity causes less environmental harm.
The UK Competition and Markets Authority asks fashion retailers to explain exactly what a claimed benefit covers. A claim about the recycled content of one fabric should identify the material and its proportion. Describing a whole coat as eco-friendly can leave a wider impression about the rest of the garment and its environmental impact. A shopper should be able to see the qualification alongside the claim. Someone reviewing the wording needs the evidence for the particular product as well as the words on the label.
In job listings
Sustainability, marketing and product roles may meet this claim. Because it is so broad, a job that handles it may also involve checking the evidence behind it, and it is worth asking how such claims are reviewed. Search local jobs for “sustainability”.
