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24th May 2019 

Global recognition for Isentia at 2019 AMEC awards with golden wins to take home

Sydney, Australia – Isentia (ASX: ISD) has cemented its global leadership in research, measurement and insights by winning five awards at the 2019 AMEC International communication Effectiveness Awards, announced in Prague. 

The AMEC Awards celebrate the exceptional work and accomplishments of research, measurement and analytics for businesses and government campaigns. For the fifth consecutive year, Isentia has picked up numerous awards for work with clients, including golds for Most impactful client recommendations, Best measurement of consumer communications, Best measurement in the public and not-for-profit sectors and Best use of integrated communication measurement/research categories. 

Isentia Chief Insights Officer Khali Sakkas said the award wins highlight the strength of Isentia’s team and its innovative work in partnership with clients in Asia Pacific.

“AMEC is the only truly international awards in the measurement space. Winning these accolades in categories for most impactful, and best integrated communications research highlights Isentia’s strength as a global player in research and measurement,” she said. 

“Our unique approach, in blending technology and our people’s in-depth experience, is what makes us different and ensures we discover the most impactful insights for our clients. I couldn’t be more thrilled that our pedigree in research and measurement has been recognised by the industry.” 

Isentia CEO, Ed Harrison, said, “I’m very proud to be leading a team of this calibre that continues to shine on a global scale. These accolades come at a time of great transformation, focused on delivering world-class, market-centric products and innovative technologies to ensure we remain leaders in the global insights and measurements industry.”

The awards were presented overnight at the AMEC Global Summit on Measurement in Prague, the key global conference on innovation in communications evaluation. These wins build on Isentia’s AMEC record, and reinforce the company’s leadership across Asia Pacific.

-ENDS-

For more information, please contact:
Graham White 
Howorth, OPR Agency
0404 840533

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The Australian Competition and Consumer Commission has published anti-greenwashing guidelines for businesses making environmental and sustainability claims. Despite these efforts, media coverage of greenwashing, particularly focusing on senate inquiries and regulatory court cases against major offenders, continues to expose brands and industries stretching the truth in their sustainability messaging. This exposure is causing a growing disconnect between consumers and corporations, as audiences increasingly call out misleading practices and question the authenticity of corporate sustainability claims.Isentia’s sister brand, Pulsar conducted recent research exploring media and public discourse around sustainability. Part of this report examines how greenwashing is covered in the news and on social media, particularly in relation to the broader sustainability discourse. Let’s investigate those themes in more depth here.

Social media data is decreasing while online news activity re-engages, indicating incident-led conversations. Regulatory bodies like the ACCC, and state and federal governments are tackling greenwashing by identifying major corporate offenders and their misleading actions, such as 'recyclable' packaging, carbon credit misuse, lack of transparency in fossil fuel investments, and exploitation of government climate programs. Audience conversations often align with news coverage on these matters.
The term in Australia particularly gained traction among social audiences around November 2022 when the UN called out the Australian government for allowing the use of carbon offsets in corporate emissions reduction strategies. News of the apparent collusion between the government and large corporations has caused public faith and trust in both to dwindle. As these stories emerge, Australia's positive sustainability impact on the international stage is significantly undermined.

When we look at which sectors are most discussed within the greenwashing topic, energy, finance, and food take the lead.

Much of the discussion regarding the energy and finance sectors emphasises their interconnectedness, particularly the investment by financial institutions, including super funds, in environmentally harmful industries. Despite some super funds claiming to offer options that avoid unsustainable investments, reports have revealed that they collectively hold millions of shares in the fossil fuel industry. 

Many industries are being criticised for using carbon credits, such as REDD+ offsets, to appear more sustainable. Advertising, marketing, and public relations also play a significant role in promoting misleading sustainability initiatives, thereby contributing to greenwashing. However, stakeholders are aware that the advertising and communications industries have a huge impact on the profitability and success of an industry or product. The European Union’s Product Environmental Footprint classification system, for example, has been criticised by Australia’s wool industry for being unfair to wool products and for greenwashing. This, they argue, not only undermines the pursuit of a green transition within fashion but also damages a vital industry.

Mercer stands out as a most mentioned brand within the topic of greenwashing. This is due to ASIC pursuing a civic penalty case against them which alleged they misled members about its sustainability investments. This is groundbreaking for audiences to witness as it would be the first time the consumer watchdog has taken a company to court for alleged greenwashing.

Much of the conversation focuses on misinformation and lack of transparency in communication and marketing. Certifications like Fair Trade are being questioned, particularly for products like chocolate, and eco-certification for farmed salmon. It particularly muddies the waters for political figures when they get entangled with brands coming under scrutiny for such greenwashing.

Furthermore, some companies feature in the media conversation due to their involvement in a senate enquiry initiated in March 2023, with a report expected by June 28th this year. 

Analysis of the ANZ reveals a shift in mindset, with consumers emphasising individual actions for solutions like composting or guerilla campaigns on mislabelled environmentally friendly salmon products. Grassroots and individual activism leading to actions like divestment from conflicting companies. Community groups like uni student clubs showcase how groups with shared values and experiences can make noise and incite change with how universities invest. However, there are ongoing debates as to whether it’s the role of sectors like higher education or Super Funds to prioritise the environmental implications of their decisions.

The rise in curiosity around greenwashing highlights the growing consumer demand for transparency and genuine sustainability from brands. As regulatory scrutiny and public awareness increase, brands must ensure their sustainability claims are genuine or face reputation damage.

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