Online_Edition_2_EB_LiftingLid_May 26_AW - Flipbook - Page 17
Say NO to
GREENWASHING
Don’t rely on the eco labels
generated by clever marketing
teams, even from big brands
– there is no real regulation
in the paint industry to keep
these claims in check.
Paint companies don’t have
to tell you what’s in your tin of
paint, how it’s made, or what it’s
made from. It's not what they
tell you, it's what they don't.
Most brands promote their
recyclable packaging and good
business practices with attractive
marketing – they don’t tell you the
truth about their actual paint.
Many brands talk about water,
the most common, cheapest and
most 'natural' sounding part of
their product, but all wall paints
include water. What brands
don’t mention is everything
else that goes in the tin.
We are encouraging paint
companies to come clean about
their paint, so our industry becomes
honest and transparent.
We disclose how our paint is made
and what it’s made from. We also
explain what ingredients we use
and where they’re sourced.⁵
Where we need to
improve, we’ll tell you.
We’re campaigning for honest
labelling, so you know that
what’s in the tin is on the tin.
Zero greenwashing here.
We’re not talking about packaging,
offsetting, planting trees –
that’s easy. What’s challenging
is creating a product that’s
consciously formulated and
carefully made to tread as lightly
as possible on the planet.
It's all about the paint in the tin.
Even ‘carbon-neutral’ and ‘climatepositive’ paint brands hide the
truth behind carbon-offset labels.
# C O M E C L E A N A B O U T PA I N T
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