Is Future Friendly “greenwashing” or overstating the benefits of its products?
We deploy very strict guidelines for environmental claims, as we believe that “greenwashing” confuses consumers, damages our reputation and fails to achieve progress in meeting today’s sustainability challenges. We believe advertising and marketing create opportunities to communicate the environmental benefits of brands and promote sustainable consumer behavior. One example is the “Turn to 30” campaign which has been running in many European countries to promote low temperature washing. Results show that consumers are actually lowering the temperature at which they wash, leading to both energy and CO2 savings. By adhering to a strict, science-based performance criteria that represent the value, convenience and innovation consumers expect from us, the Future Friendly program will make it easier for our consumers to find, select and use everyday products and take other steps that will help reduce their use of natural resources.
