Green Claims Policy

As signatories of the Anti-Greenwash Charter, we are committed to upholding good standards of responsible marketing practice. The purpose of this policy is to define the standards we adopt throughout our organisation to ensure green claims made about our products/services are fair and substantiated

Introduction

As signatories of The Anti-Greenwash Charter, we are committed to upholding good standards of responsible marketing practice. The purpose of this policy is to define the standards we adopt throughout our organisation to ensure green claims made about our products/services are fair and substantiated. This policy applies to our current forms of marketing, which include online marketing (such as social media, email shots, and website content), event marketing, and in-person marketing. We also aim to adhere to this policy for any possible future marketing ventures. In addition to this policy, all marketing and communications must at all times comply with the relevant local laws and regulations. At Back to Earth Ltd, we promise to promote only genuine sustainability and ensure that all green claims made throughout the business are true, and accounted for in this claim.

Our Standards

We commit to the standards of communication set out in The Anti Greenwash Charter, which are as follows: 

Transparency: We commit to clear communication of what sustainability benefits our product or service offers and don’t conceal or omit information. 

Accountability: We substantiate our sustainability claims with accurate, and regularly evaluated empirical evidence. We commit to sharing facts, figures and statements that can be checked. 

Fairness: We commit to using fair, clear and unambiguous language when providing comparisons with other products or organisations. 

Honesty: We ensure we make specific statements about our organisation’s sustainability efforts and that our actions match those promises.

Our Practices

We implement the following practices and procedures to ensure we uphold the aforementioned standards: 

• Practice transparency when it comes to the sourcing of our materials, where our materials come from, what it takes to get them to our warehouse and whether or not the materials used in our products have been sustainability sourced. Furthermore highlight certifications such as FSC (Forest Stewardship Council) for wood sourcing or other relevant eco-labels.
• Practice Transparency on the website. All of our products have a product declaration document in the form of a downloadable PDF. In this document anyone can find the appropriate sustainability features of the product, including any third party certifications our products have or do not have. 
• Third Party Recognition. Regularly evaluate and verify our sustainability claims through third-party audits or certifications. For example, ensure that our insulation products meet specific energy efficiency standards. 
• For any information that is given or presented in any content published under Back to Earth on socials, we can give our resources of information. Giving the viewer the opportunity to find the information themselves and if they want to, fact check the information themselves.
• Have a fair editorial process before posting any content and make sure any comparisons to other products are done so with fact checked numbers and stats, without giving unfair/ biased comments and opinions. 
• Ensure that statements about sustainability efforts are specific and that actions match these promises.

Definitions

Sustainable ‘buzzwords’ mean different things to different people and organisations. Here, we will explain what some of these keywords mean to us in our marketing efforts and on our website.

Sustainable: Our wood fibre products are sustainable because they are made from wood and trees can be re-planted, also wood fibre boards are recyclable. They can be used as compost and decompose. And any of our other products that we call sustainable to us means that the products are causing, or made in a way that causes, little or no damage to the environment and therefore are able to continue for a long time. 

Sustainably-sourced: If our products are sustainably sourced then this means those products have been approved by the FFC, PEFC, EPD and other third party bodies that approve products that are sustainably sourced and made. 

Eco-friendly: When we talk about our products being ‘eco-friendly’, we mean that our products are more kind to the environment than damaging. This could be in many ways, for example: building homes with the materials we offer results in lower energy costs, a house with a lower carbon footprint, and in general the houses built with our materials are less or non-polluting and the energy required to run them is minimised. 

Natural Materials: Any materials we claim to be ‘natural building materials’, are called so because the building materials are made from naturally occurring materials. Wood fibre insulation is a natural building material because it is made from wood. Our clay plasters are a natural building material because they are made from clay. 

Green: Anytime we describe a material, process, building or anything as ‘green’, we mean that this is, in the majority, something that is better and more healthy for the environment than being damaging for it. 

Energy Efficient: We often use the term energy efficient when talking about the homes that can be made using these materials we offer. What we mean by this is all the energy that is spent on the house in terms of heating, cooling and electricity when the house is built and the energy used during the building process of the house, is used efficiently making sure nothing is unnecessarily wasted. As well as the general amount of energy used is kept to a minimum, because of the materials we offer.

If you come across a term you don’t understand and can’t find it on this list, email Ethan at ethan@backtoearth.co.uk for clarification.

Verified Claims 

In this part of our Green Claims Policy we lay out our verified claims about our products. All with information about who these claims have been verified by and how you can find proof of these verifications.  

Claim: All of our wood fibre insulation products, rendering and plastering products, and any products with sustainable or green claims, along with their manufacturers, are verified by either the PEFC, EPD, Natureplus Certificate, or FSC as being sustainably sourced/manufactured.

Evidence: On the product page for each of our materials we supply downloadable PDF documents of the product data sheet and the sustainability certificates for each product. Where you will find the certification of the claims, if any claims of sustainability and green merits have been made. 

A breakdown of these 3rd party verifiers and what it is that they verify.

PEFC: The PEFC stands for: The Programme for the Endorsement for Forest Certification. PEFC is an international non-profit, non-governmental organisation dedicated to promoting Sustainable Forest Management (SFM) through independent third-party certification. 

EPD: EPD stands for Environmental Product Declaration. An Environmental Product Declaration is a Type III environmental declaration that quantifies environmental information about the life cycle of a product. This can enable comparisons between products fulfilling the same function. The methodology to produce an EPD is based on product life cycle assessment (LCA), following the ISO 14040 series of standards.

NaturePlus Certificate: Natureplus is an international label of quality for sustainable building and accommodation products, tested for health, environmental-friendliness and functionality. The label’s primary aim is to provide consumers as well as architects, tradesmen, building companies and all those involved in construction, with a reliable orientation aid towards sustainable products i.e. environmentally-friendly and not posing any health risks. The nature plus seal of quality embodies health-awareness, environmentally-friendly production, the protection of our limited resources and their suitability of application. Products with this label are made predominantly from renewable/sustainable sources of raw materials. Test procedures relating to the health aspects of the chosen materials, guarantee the integrity of the products certified.

FSC: FSC stands for the Forest Stewardship Council, anything with an FSC tag basically means those products are helping to take care of the world’s forests. 

 

Use of Imagery and Colour

Realistic Imagery: We pledge to use authentic and accurate images that truly represent our products, services, and initiatives. We avoid using stock photos that might mislead or create an inflated perception of our environmental efforts.

Preventing Greenwashing with Colours: Green and earth tones in marketing materials can suggest environmental sustainability. We ensure these colours are used ethically and accurately. If a product or service is depicted using green hues, it must be supported by verified environmental credentials to justify the portrayal.

Showcasing Genuine Efforts: When highlighting our sustainability projects or accomplishments, we will use only images from real projects we have been involved with. We avoid using generic or unrelated imagery that might misrepresent our environmental impact or efforts.

Honesty in Image Editing: Any modifications or enhancements to images that might alter the reality or context of our environmental initiatives will be transparently disclosed. This includes digitally altered elements, exaggerated effects, or other changes that could create a misleading impression.

Informative Visuals: Whenever possible, we will use visual tools like infographics to present complex sustainability data or ideas in a simplified manner. These visuals will be grounded in verified facts and crafted to be easily understandable without distorting the information.

For any concerns or questions regarding the imagery and colours used in our marketing materials, or if you believe we are not adhering to the standards set out in this section, please contact Ethan Nutt: Digital Space Manager at ethan@backtoearth.co.uk We appreciate feedback and are dedicated to continuous improvement in our visual communications.

 

Editorial Process

We are dedicated to ensuring that all content containing sustainable and green claims is thoroughly reviewed by our editorial team before publication. This rigorous process guarantees the accuracy and integrity of our statements and ensures compliance with the values of the Anti-Greenwash Charter. We apply these standards to all marketing materials and content published on our website. Below, we provide an overview of our editorial process at Back to Earth.

Editorial Process at Back to Earth

Our editorial process at Back to Earth involves a meticulous review by a team of two. This process ensures that all content, especially those containing green claims, aligns with our rigorous standards and policies.

Content Creation and Initial Review

The first team member is responsible for creating the content and conducting an initial review. This review includes verifying any green claims against our policy. After ensuring accuracy, the content is passed to the second team member for further evaluation.

Final Review and Verification

The second team member conducts a thorough review of the entire document. Their role is to ensure that all green claims are consistent with our policy. If any claims are found to be non-compliant, they are marked for revision.

Revision and Approval

Should any issues arise, the content is returned to the first team member for necessary revisions. Once changes are made, the content undergoes the two-step review process again. Only when all claims are verified as fair and accurate will the content be approved for publication.

Conclusion

This structured approach guarantees that our content is reliable and trustworthy. Content will not be published until it meets our high standards of integrity and transparency.

 

Training

To ensure that all employees are well-versed in our Green Claims Policy and understand our commitment to preventing greenwashing, we have established a comprehensive training program. This program aims to educate staff on the importance of sustainable practices and our anti-greenwash charter.

Training Process:

1. Initial Meeting:
   • Once the Green Claims Policy is published, a meeting will be held in the office to introduce the policy.
   • During this meeting, we will discuss what the Green Claims Policy entails and the significance of avoiding greenwashing.
   • Employees will be shown where they can access the Green Claims Policy so they can refer to it whenever needed.
2. Onboarding for New Employees:
   • New employees will be introduced to our Anti-Greenwash Charter and its objectives.
   • They will be informed about the Green Claims Policy and the importance of understanding and adhering to its guidelines.
   • A brief meeting will be conducted to ensure that new employees fully understand what greenwashing is and how our policy is designed to prevent it.
3. Annual Review:
   • The Green Claims Policy will be reviewed annually to ensure it remains current and effective.
   • Any important changes will be communicated to all employees through a meeting.
   • Employees will be shown where they can find the updated version of the Green Claims Policy.

Objective:

The objective of this training is to ensure that all employees are aware of the risks of greenwashing and understand our policies to prevent it, thereby maintaining our commitment to honest and sustainable business practices.

 

Customer Engagement

At Back to Earth, we recognize that our customers are invaluable partners in our commitment to sustainability and transparency. We are dedicated to engaging with our audience to ensure our green claims are clear, accurate, and aligned with our mission to combat greenwashing.

Commitment to Customer Feedback:

1. Open Communication:
   • We encourage our customers to share their insights and feedback regarding our green claims. Public input helps us clarify and improve our messaging.
   • To make it easy for you to communicate with us, we have provided our contact information in this policy.
2. Timely Response:
   • We commit to responding to any emails concerning our green claims within three working days. We believe in the importance of prompt and meaningful communication.

How to Reach Us:

If you have any questions or feedback about this policy or our green claims, please email Ethan Nutt at ethan@backtoearth.co.uk. We value your input and are here to provide any clarification you may need.

Additionally, if you have any concerns about potential greenwashing, you may submit them directly to The Anti-Greenwash Charter for an independent review.

Objective:

Our objective is to foster an open dialogue with our customers, utilising their feedback to enhance the clarity and integrity of our green claims. By working together, we aim to maintain the highest standards of honesty and sustainability in our operations.

Customer Education

At Back to Earth, we are dedicated to educating our customers about sustainability issues and engaging them in meaningful ways. We understand the importance of clear communication to ensure that our green claims are fully understood and trusted by our community. We will do this by: 

• Informative Content: We develop content that informs our customers about sustainability issues, including the environmental impact of our products and industry practices. Our goal is to make this information accessible and engaging, raising awareness and understanding of key environmental topics.
• Digital Campaigns: We implement digital campaigns that highlight sustainable practices and encourage our customers to participate in simple, impactful actions. These campaigns may include tips for reducing waste or ideas for sustainable living, providing our community with practical ways to contribute to environmental efforts.
• Customer Engagement: We invite feedback and questions from our customers to continually improve our approach to sustainability. This dialogue helps us better understand customer perspectives and enhance our green initiatives.

 

Partners and Collaborators

At Back to Earth, we believe that fostering a network of partners and collaborators who share our commitment to sustainability and responsible marketing is crucial. Our partnerships play a vital role in supporting our mission to promote environmentally responsible practices within the industry.

Commitment to Responsible Marketing:

1. Promotion of Sustainable Values:
   • We actively promote the values of sustainability and responsible marketing within our network of partners and collaborators.
   • Our partnerships are built on a shared commitment to these principles, ensuring alignment with our sustainability goals and the guidelines set forth in this policy.
2. Engagement and Collaboration:
   • As a member of various sustainable building groups, we engage with our partners to share insights and best practices related to sustainable marketing.
   • We provide access to resources and knowledge that help our partners implement responsible marketing practices aligned with our values.
3. Transparency and Communication:
   • Transparency is a core value in our partnerships. We maintain clear communication with our partners about their sustainability efforts and credentials.
   • By informing our collaborators about the sustainability standards we uphold, we encourage them to adopt similar practices, contributing to a broader impact across the industry.

Objective:

Our objective is to cultivate a network of partners who are committed to sustainable practices and responsible marketing. Through collaboration and shared knowledge, we aim to enhance the sustainability of our industry and promote the values of The Anti-Greenwash Charter.

 

Regular Reviews

As a signatory of The Anti-Greenwash Charter, Back to Earth is committed to the ongoing review and refinement of our policies and practices to ensure compliance and relevance in a rapidly evolving industry. Regular monitoring and updates are essential to maintaining the integrity of our green claims. We will conduct quarterly Audits of our Green Claims Policy, making sure it stays current and up to date, as well as yearly audits with the Anti Greenwash Charter.

Quarterly Audits:

1. Content Review:
   • We conduct quarterly internal audits of our content to ensure that all information remains accurate and compliant with the latest industry standards.
   • This process includes verifying that all internal and external reference links are current and functional, and updating our content as necessary to reflect new developments in the field.
2. Benchmarking:
   • During these audits, we actively seek out new industry developments and best practices to benchmark our content against. This ensures that we remain at the forefront of sustainable practices and responsible marketing.

Annual Review with The Anti-Greenwash Charter:

• As part of our ongoing commitment to The Anti-Greenwash Charter, we conduct a comprehensive annual review of our marketing practices.
• This review ensures that we continue to comply with any updates or changes to the Charter, reinforcing our dedication to transparency and sustainability.

Objective:

Our objective is to maintain a proactive approach to monitoring and updating our policies and content. By conducting regular reviews, we ensure that our green claims are accurate, up-to-date, and reflective of our commitment to responsible and sustainable business practices.

 

Governance of this policy

Responsibility for compliance: Our Green Claims Policy is overseen by Ethan, who is responsible for ensuring compliance with this policy through quarterly reviews. Ethan will monitor and review our business practices to ensure adherence to the standards outlined in this policy.

Accountability for non compliance: In the event of non-compliance or failure to conduct these reviews, Chris Brookman, our boss, will address the issue and ensure corrective actions are taken.

Third-party Partnerships: Before entering into new partnerships with third parties, such as suppliers, Ethan will ensure that these companies comply with our Green Claims Policy. If they do not, they will be provided with our policy and encouraged to adopt similar standards.

 

Independent Reviews 

We acknowledge and accept that The Anti-Greenwash Charter will conduct random audits to ensure our compliance with this policy. These audits are essential for maintaining transparency and accountability in our marketing practices. We believe that these reviews are beneficial as they help us continuously improve and uphold the highest standards of responsible marketing. Furthermore, we accept that the results of these audits may be made public to ensure full transparency.

 

Use of AI

At Back to Earth, we utilise AI primarily to assist in generating content for our social media channels. This includes crafting captions, suggesting post ideas, and occasionally drafting scripts for video posts. While AI helps streamline our content creation process, we place a strong emphasis on maintaining authenticity and accuracy.

To ensure that all AI-generated content aligns with our values and meets our standards, every piece is rigorously reviewed and re-worded by our team before publication. This human oversight guarantees that our messages remain consistent with our commitment to transparency and sustainable practices while ensuring that the information is accurate and engaging for our audience.

As AI technology continues to evolve, we recognize the potential for even greater integration within our processes. We are committed to regulating and refining our use of AI, ensuring it aligns with our Green Claims Policy. In the future, we envision a scenario where we can seamlessly upload our policy into the AI systems, allowing for content generation that is automatically compliant with our sustainability standards. Until then we remain dedicated to make sure all content or use of AI in any form is thoroughly checked over.

 

 

Where we could improve

At Back to Earth, our commitment to sustainability is a core part of our identity. From the sustainable building materials we supply to operating out of a passive house office powered by renewable energy, we strive to lead by example in every aspect of our business. However, we recognize that there are always opportunities for improvement, and we continuously assess our practices to find new ways to enhance our sustainability.

While many of our operations are already aligned with best practices in sustainability, we have identified several areas where further improvements can be made:

1. Transportation: Our operations rely heavily on lorries to transport materials from Europe and distribute them across the nation. While transitioning to electric lorries would significantly reduce our carbon footprint, this option is currently limited due to the unavailability of electric lorries among local hauliers. We remain committed to exploring this possibility as technology and availability evolve.
2. Packaging: Currently, the stretch wrap used to secure our pallets is recyclable, however it is still made from plastic. In the future as time goes on, we will be actively looking at how we can find more sustainable options for wrapping pallets. Possibly switching to companies that make the plastic wrap from recycled plastic or any other greener options that we may find.
3. Office Supplies: Although our office is designed with sustainability in mind, we recognize that there are opportunities to make our office supplies more sustainable. For instance, by sourcing sustainably produced paper and other office materials, we can further align our day-to-day operations with our environmental values.
4. Recycling Practices: While we actively participate in recycling programs, we are aware that our recyclables are processed through the local council, and it is uncertain how much is truly recycled versus sent to landfill. We plan to explore options for more direct partnerships with specialised recycling services to ensure that our waste is managed in the most sustainable way possible.

Our approach to continuous improvement includes setting clear, actionable goals in each of these areas and regularly reviewing our progress. Transparency is key to this process, as we strive to share both our successes and areas for growth with our stakeholders. This not only builds trust but also reinforces our unwavering commitment to a more sustainable future.

 

If you have any questions or concerns regarding this policy then please feel free to contact us at ethan@backtoearth.co.uk