Lindsey Matejczyk

Late last year we shared a blog introducing our strategy, Empower 2025, and since then we have set ourselves ambitious goals for each of the sustainability issues we have identified as being important to the business. These goals will turn our sustainability ambitions into tangible actions, and together we will strive to achieve them by 2025.

Earlier this month we were delighted to share our Sustainability Strategy Launch Report which details our Empower 2025 goals, and the achievements we have made as a business over the last year.

Discover more by exploring the links below:

• Learn about the goals we want to achieve by 2025 here.
• You can read the full report here.

If you have any questions for us drop an email to hello@justone.uk

Thought Leadership Post – From the series “Simplifying Sustainability”

Would you want to buy from a company that intentionally hides or miscommunicates key information about their products/services? We hope your answer would be no, but in many cases, customers don’t recognise when this is happening.

As consumers, we have the power to consider how our choices impact the people and world around us and, because of this, two-way conversations with businesses must be encouraged, whether that’s to understand more about their product or challenge them on their claims.

As businesses, we have the responsibility to tell the truth, communicate our services and products with accuracy and are now also bound by legal obligation to do so.

An increasing number of brands are being held under the microscope to assess their messages they and public outputs. Many of us will have seen the term greenwashing all over our news and social media, but what does it mean?

Greenwashing is any form of communication that promotes deceitful or misleading information about a company’s operations, services and products. It is harmful because it limits the consumers ability to make an informed decision on the product or service they are being advertised.

At JustOne, we want this to be an opportunity for businesses to embrace transparent communications. We know from the outset creating sustainability-focused communications can seem daunting, but we want to assure you that it doesn’t have to be. Whether you are a business owner, in sales or marketing, an activist or someone who is keen to learn how to spot and stop greenwashing, we have some steps for you.

Here are our 5 steps to spotting and stopping greenwashing:

1.Watch out for fluffy language and broad claims.

• We need to be aware of companies that are vague, don’t bring clarity to their decisions and actions, and never seem to get to the point.

• Words like ‘environmentally-friendly’, ‘kinder’, ‘greener’, and ‘sustainable’ can make it seem like a product has an overall positive impact. If these claims are true marketers must back them up with robust and the accurate evidence.

2.Be mindful of equivalents and comparisons.

• Using equivalents can help audiences understand and visualise sometimes complex data, enabling them to grasp the impact a business has. Whilst equivalents and comparisons can be powerful, consumers should be on their guard to assess that they are being used correctly and truthfully.

• Businesses should be clear what is being compared and how the comparison has been made. These claims should be based on recognised methodology and that the same aspects of a product or service are being compared.

3.Look for the evidence.

• Evidence and research can be used to back up claims and show the consumer that statements are truthful. Evidence also enables us to gain in-depth knowledge about the things we buy, and has the power to share knowledge that can be helpful for other businesses to be aware of.

• As communications are created, marketers must be mindful to research and save credible evidence that will inform what they say, and can back up any claim they make. The area of sustainability is ever-evolving, and even after the communication piece has gone out businesses should be careful to keep at pace with new evidence that comes out and reassess their claims in line with it. Many businesses look to external verification or validation of their communications. At JustOne, we provide this service to any client who requires an expert eye of the language they are using or the narrative they are telling.

4.Spot the gaps in the story.

• Does it feel like the brand isn’t telling the whole story or is hiding key facts? Too often businesses focus on the minor benefits of a product/service and fail to take a step back and show the wider picture, especially when the bigger picture shows negative impacts.

• Marketers need to be careful not to mislead consumers by over-emphasising the positive stories around relatively small impacts. When making claims businesses must be careful to bring into the picture the full lifecycle of a product or service and take into action the overall impacts. If you want to share a particular positive story about one aspect of the product, this must be presented in relation to the overall picture so that the consumer is well-informed.

5.Connect the dots.

• Sustainability is not an easy thing to communicate, but when done well it can be very impactful. Your teams need to have a good grasp of current terms, trends and phrases to avoid greenwashing. Enable your sustainability and marketing and communications teams to work seamlessly together and have strong processes for collaboration in place.

• Never forget the power of knowing who you are, and what your purpose is. Purpose-led communications come from the heart and aren’t used to continually churn out content with the hope of making profit.

While we understand that the concept of greenwashing avoidance can seem daunting to implement, JustOne is a team of passionate sustainability experts, and we can help you report and communicate your sustainability progress with confidence and accuracy.

Want to create honest and effective communications? Need some friendly support to ensure your messages are accurate? Email hello@justone.uk to book your free consultation today.

Image by Freepik

In this next employee letter, our Senior Sustainability Consultant, Lindsey Matejczyk, takes a look at answering three big questions that are asked about greenwashing and shares key recommendations on how to spot and avoid greenwashing, and take action.

1. What is greenwashing?

In its simplest form, greenwashing is any form of communication that promotes deceitful or misleading information about a company’s operations, services and products. It’s used as a way of gaining brand reputation and customer loyalty from people who would choose to support a company for their positive sustainability claims.

It’s important that consumers are able to spot greenwashing to ensure we don’t buy products based on lies. It is also crucial for communication and marketing teams to have the skills and knowledge to create messages that are impactful and honest.

Where have we seen greenwashing take place?

In February 2020 the Advertising Standards Authority (ASA) banned a Ryanair advertisement over claims of greenwashing. The advert claimed that the airline was the most carbon efficient in Europe. Authorities stated that the advert contained misleading comparisons, and misuse of data to create a competitive advantage.

We all need to be on our guard…

In 2015, Nielson’s Global Corporate Sustainability Report, found that 66% of consumers would spend more on a product if it comes from a sustainable brand, and that jumps to 73% among millennials. Whilst this is great news, it is clear that companies now have financial incentives to take action for people and the planet. With trust in leadership, governments and society decreasing, we all need to be on high alert for fake news and potential greenwashing.

But there is good news…

We also know that consumers, and especially millennials, are becoming more and more critical of what brands and people are claiming in public spaces. This may well result in an increased awareness of how both actions and words are perceived, and therefore a genuine commitment to authentic communications is needed.

2. How can you avoid greenwashing and take positive action?

–> Be able to spot greenwashing:

Watch out for fluffy language.

• We need to be aware of companies that are vague, don’t bring clarity to their decisions and actions, and never seem to get to the point.

Ask yourself the question, how transparent is this company?

• Companies should be as transparent as possible in their communications. No company is perfect, but it’s evident that consumers want to buy from places that are real and share their highs and lows.
• Take a look at Adidas, who in 2021 was found guilty by the French Advertising Ethics Jury for a claim that their Stan Smith trainer was made from at least “50% recycled materials”. What they failed to mention was that only the upper part of the shoe was made from 50% recycled material, rather than the complete shoe.

Be on your guard when you see equivalents.

• Equivalents need to be backed by raw data with clear calculations that support the comparisons being made.

Ask your questions!

• Open channels of communication between consumer and brands are key for accountability and sustainable growth.

–> Ensure you and your teams create meaningful communications:

Tell the whole story. And we mean, the WHOLE story.

• Don’t fall into the trap of emphasising one small sustainable element when the wider story could be easily scrutinised and picked apart for not being sustainable. Ask yourself; what are the challenges we need to communicate, learn from and take action on? What are the opportunities and successes we can celebrate?
• In 2021, Ace and Tate shared a blog that set an example of being honest about the challenges and mistakes they’ve made as a business whilst working on their approach to becoming a sustainable business. As they stated their short comings, they also shared how they are taking action and what steps they are taking to solve the issues they face.

Be honest and tell the truth.

• If you feel nervous about sharing something because of the accuracy or truthfulness of the post – just don’t do it. Do your research, engage with stakeholders and map out the challenges you face with the idea to share them.
• Brands that engage with key stakeholders, and develop robust internal communication review processes will share messages that are both impactful and honest.

Know who you are, what you sell and who is involved.

• Never forget the power of knowing who you are and what your purpose is. Purpose led communications come from the heart and aren’t used to continually churn out content with the hope of making profit.
• Ensure your communication and marketing teams really understand your products and/or services, who is involved in the creation and delivery of them and what their impacts are.

Invest in your people and connect them.

• Invest in your people by training and upskilling them so they are able to speak authentically and honestly about your sustainability approach. Sustainability is not an easy thing to communicate, and your teams need to have a good grasp of current terms, trends and phrases to avoid greenwash.
• Enable your sustainability and marketing and communications teams to work seamlessly together and have strong processes for collaboration in place.

3. What is happening to prevent greenwashing?

Have you heard of the recently launched Green Claims Code? The Competition and Markets Authority (CMA)’s Green Claims Code states that unclear communications from businesses regarding the environmental claims of their products and services could now lead to prosecution. This code applies to both marketing to consumers, and to other businesses. All claims made must:

✔️ Be truthful and accurate ✔️ Be clear and unambiguous ✔️ Not omit or hide important relevant information ✔️ Have fair and meaningful comparisons ✔️ Consider the full life cycle of the product or service ✔️ Be substantiated

We all have a hugely important part to play in this Decade of Action. With 193 governments agreeing to deliver the Sustainable Development Goals (SDGs) by 2030, great change lies ahead and we need everyone to take action.

In order to successfully contribute towards the SDGs businesses must address them in tandem with one another and understand where goals intersect. As a society we must work together in less fragmented approaches if we are to create meaningful change.

The latest SDG report indicates that despite some progress being made over the past four years across most goals’ efforts slowed down or even reversed. ​It’s time to shift our efforts up a gear by working together and collaborating with our industries and peers.

At a quick glance the 17 goals, 169 targets and 247 indicators can seem rather daunting, but no matter the type or size of business, everyone can contribute to the SDGs in meaningful ways.

Here are our 4 simple steps to SDG success:

1. Get to grips with the goals:

Take time to acquaint yourself with the goals and understand the meaning behind each one of them and where they work powerfully together. Talk to your people, investors and communities about them to understand their opinions, hear their perspectives and gather their expectations. Investing time and resource in this stage will help you create a strong strategic plan later.

2. Prioritize, prioritize, prioritize:

It is crucial to understand the goals that are most material to you so that you can concentrate your efforts and resources to create the most impact. Although the goals have been made so that any business in any sector can adopt them, you might find that some of the goals do not actively correlate with your business.

3. Proactively plan:

How will you reach your goals if you don’t have a map to get there? From ideas to action, this is the step where you can create positive impact. Our robust and holistic approach to strategy development involves integrating the SDGs at every stage of the process. It is critical that we set long term goals that align with the SDGs alongside yearly, trackable targets and appropriate KPIs.

4. Communicate your progress:

Regular communication builds trust, ensures knowledge building within your industry and enables you to openly celebrate your achievements with the world. Develop a communications plan that transparently reports on both your successes and challenges faced. Understand who your priority audiences are when communicating on the SDGs and use this opportunity to get creative.

To address systematic problems, change the status quo and sustain positive impacts we must choose collaboration over competition. Discover how you and your business can help solve some of the world’s biggest problems by getting in touch with us at hello@justone.uk

Lindsey Matejczyk is a Senior Sustainability Consultant at JustOne.

Image downloadable from https://www.globalgoals.org/resources/

As a business and as individuals, we are led by our values.

Our personal values guide our decision making and shape our actions. Business values are no different. Defining and embedding your company values is crucial to ensure you achieve your purpose, differentiate your business from competitors, and create an attractive work culture. They are your business’ moral compass and guide every single action and behaviour.

For many companies, understanding and defining their values can be a tricky task. Your values represent a list of collective feelings and desired norms, and they aren’t always easy to capture or articulate. Our Values Creation & Implementation Workshops help businesses understand and define their values, and take these values from words into action. Our Values Implementation Workshop will help you identify where you should embed, measure and report on your values. Discover more by emailing lindsey.matejczyk@justone.uk

At JustOne, we believe it is essential for all businesses to adopt a collaborative people-focused approached to developing your values. By bringing your people together you will be able to make decisions quicker, stay true to your purpose, nurture healthy work cultures and attract new talent. And because your values are felt and owned by your people, they will be lived out in everything they do.

What are JustOne’s values?

In a world where there are constant pressures to be more productive, make more money, and achieve more success we want our values to reflect how we are putting humanity back into business. We want our values to celebrate who we are as individuals and authentically reflect JustOne’s purpose; spark positive change.

We are REAL

• What you see is what you get. We are unapologetically authentic because it brings happiness, promotes humility, and lets us focus on what matters most.

We are EMPATHETIC

• We believe empathy breeds effective collaboration. The ability to understand what others feel allows us to be open, honest, and act with compassion.

We are CHALLENGING

• Big ambitions require constant evolution. We challenge everything to continually do better and we do it with the utmost respect for each other.

We are CREATIVE

• Creativity has the power to connect everyone. It helps us see the big picture, find innovative solutions, and communicate with passion.

We are JOYFUL

• Sparking positive change is fun! We’re a friendly bunch who laugh a lot together. We actively cultivate joy because joy makes life worth living.

How do values guide us?

Our commitment is to uphold, celebrate and live out these values in everything we do as a business.

We share these values as a community of people and will continually refer to them through our approach to work, partnerships and life beyond work. Our values are integrated into our business processes, and, importantly, personal development plans in meaningful ways. We also use them to guide discussions in internal meetings. We are committed to engaging our suppliers through our values, and ensure we bring them into conversations with our clients.

This is how our values will guide us at JustOne, and we can support you in understanding how your values will guide your business and people too.

Embedding values is how they become meaningful. Living out our values will enable them to have impact; to give structure to how we measure the success of our relationships, frame our decision making, influence our actions, and inform our responses to external influences on the business.

To take steps in creating and implementing values into your business, email Lindsey at lindsey.matejczyk@justone.uk

Lindsey Matejczyk is a Senior Sustainability Consultant at JustOne.

Image by Freepik