“Eco-friendly,” “sustainable,” “net zero, ” and “reusable”—the advertising landscape is increasingly awash with these buzzwords as companies increasingly prioritize environmental, social, and governance initiatives in response to increased consumer demand for sustainable and socially conscious products and services.
For example, the clean beauty market is estimated to reach $22 billion (on a global basis) by 2024, making it one of the fastest growing categories within the cosmetics industry. Cosmetic companies, as well as companies in other industries, are eager to gain market share in the incredibly lucrative and expanding sustainability and eco-friendly movement.
Indeed, 72% of North American executives agreed that their organization has overstated its sustainability efforts in a recent survey conducted by Harris Poll for Google Cloud. This practice of misrepresenting the sustainability or eco-friendliness of a company’s products or services, commonly referred to as “greenwashing,” has caught the attention of plaintiff consumer and activist organizations.
A wide range of companies presently face class action lawsuits including, for example,...
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