Our Top Stories
From greenwashing to greenhushing: TrendWatching reports on new research from the Transparency Index which shows greenwashing is on the decline. In the study of over 600,000 corporate communications, only 2% of US companies over-promoted environmental progress. However, the fear of greenwashing has led to a wave of ‘greenhushing’, with 58% of businesses under-promoting their progress. With no green claims, consumers will lack clear direction regarding sustainable consumption. Companies must understand the value of transparency to accelerate both internal and global progress to Net Zero, but also be given clear and standardised guidelines to enable confident green reporting. [TrendWatching]
Investing in behaviour change: According to Circular, powerful marketing taps into human behaviour to influence individuals to continue consuming regularly at the expense of the planet. To counter this, there needs to be more funding towards behavioural change within the environmental sector. Retailers and brands have been using psychological insight strategies for decades, and the climate industry has started to tap into this knowledge base and work with consumer-focused businesses to inspire more sustainable decision-making. One of the most successful tactics is to position sustainability as a co-benefit, with taste, price, and nutrition all taking precedence. With a product's environmental credentials seen as a gift, consumers are more likely to put words into action, with no need to compromise on their priorities. [Circular]
Business Spotlight - Ribena
The beverage brand Ribena has incorporated artificial intelligence into its farming practices and has begun emphasising the benefits of new technology to consumers and investors alike. The initiative has used AI to analyse birdsong across five blackcurrant farms, identifying many threatened species. As part of their ‘Growing for Good’ campaign, the drinks company is working to boost biodiversity and ensure the resilience of the blackcurrant crop for future generations. [Thred]
The Big Picture
About Reewild
At Reewild, we’re all about Building Greener Behaviours, and since our inception we’ve been developing innovative tools and solutions that help to further this goal.
Whether it’s helping people to monitor and reduce their carbon footprint, running campaigns that reward participants for making greener choices, or empowering consumers to make their grocery shop cheaper, easier, and greener - our purpose remains laser focussed. To inspire and cater to the 76% of people who recognise the need to take action on the climate but don’t follow through due to competing priorities.
Our ambition is to inspire a green revolution in consumer habits, influencing business practices in the process, and building a more sustainable future for all.
To support this community, our goal is to reframe climate action in a way that eliminates trade-offs and builds in genuine personal benefits – such as time and money savings.
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