Per this article, Keurig Canada will pay a $3 million penalty for greenwashing claims – saying its K-Cup pods can be recycled.
Besides the penalty, the company has to change its packaging, publish notices about the changes on its websites, social media and in local and national outlets, as well as include information in packaging for new machines, and send an email to subscribers.
Ouch!
Why did they do it? It might be due to knowing the environment is the #1 issue in the world and 7 out of 10 consumers will leave their existing vendor if they find a vendor that they believe is sustainable.
But the damage to the Keurig Canada brand is obviously far greater than the $3 million penalty.
Don’t do it.
Either a) make no environmental / eco / sustainability / Green claims; or b) become certified sustainable via a globally-recognized program with 3rd party validation, and have them help you make claims that are consistent with your certification achievements.
Environmentally certified sustainable companies are growing up to 20x faster than their non-certified peers.
Here is what you want in a certification program.
Contact us to discuss.