Seeing Green: Prevalence of environmental claims on social media

Abstract

Green claims are everywhere, even on social media. But how easy is it for consumers to tell the difference between a genuine environmental claim and a meaningless one? CPRC, in partnership with ADM+S, has analysed over 20,000 impressions of more than 8,000 Facebook ads with green claims. This report: • highlights the diversity of environmental claims that are made via social media advertising • explores the sectors where environmental claims are most prevalent • examines the frequency of generic environmental terms, specific colours and even emojis used in advertising.