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Confused about ‘Net Zero?’ You Shouldn’t Be, as Time Is of the Essence!

A recent study conducted by the British Advertising Standards Authority (ASA) revealed that there is a significant lack of understanding of both environmental, social, and governance (ESG) as well as sustainability-centric marketing claims that companies are using to attract conscious consumers.

The ASA carried out interviews with individuals across the United Kingdom in order to gauge consumer understanding of common ESG advertising claims. The most widely used phrases in advertising that people encountered were “carbon neutral” and “net zero.” Despite these claims being widely used in consumer-facing campaigns through to investor-focused reports, there was “little consensus” among consumers as to their meaning. 

Read more on Carved in Blue.


This article is one of a series on Rivet from Lenzing’s Carved in Blue denim blog. From conversations with the experts behind the mills that make some of the world’s most-wanted denim to the global brands bringing novel denim made with TENCEL™ Lyocell and Modal to the market, Carved in Blue shares the stories of those whose roots run deep with denim. Visit www.carvedinblue.tencel.com.