Improving and communicating environmental performance can help build confidence in your customers about the commitment of a brand to environmental improvement.

There are several things you can do to make existing and potential customers and other stakeholders aware of the environmental improvements of your business, its products and services.

• Have an environmental policy  - this helps your business to focus on the main environmental issues you need to communicate. Developing internal communications in support of this strategy will help you develop credible communications and avoid messages that may misrepresent your achievements.
• Improve your packaging or labelling to highlight your environmental credentials. This is a legal requirement for some types of product such as white goods. Consider the use of third-party verified logos.
• Become certified to an environmental standard such as ISO 14001. You may be able to use the logo and brands of standards to help promote your achievements.
• Include environmental achievements in business reports, such as those issued to shareholders. You should also include this information when bidding for new contracts. Large businesses and public sector organisations in particular are increasingly looking for contractors that take environmental issues seriously.
• Get involved with your local community, such as by helping to raise awareness of a particular environmental issue.

Make sure you can support your marketing claims or you may run into problems, for example from the Northern Ireland Trading Standards Service or the Advertising Standards Authority.

Environmental or 'green' claims are a way of providing environmental information about a product. Your business may want to make a claim about an environmental aspect of your product, component, product packaging, literature or advertising. Examples of environmental claims include '100 per cent recycled' and 'CFC-free'.

Should I make an environmental claim or not?

First, it is important to establish whether there are any specific legal requirements that require you to communicate environmental information. However, this does not stop you making additional self-declared environmental claims. If you're not sure about legal requirements, you should contact the Northern Ireland Trading Standards Service.

If you make claims about your products or services, you must ensure these are accurate to avoid falling foul of trading standards or the Advertising Standards Authority (ASA). The ASA can take action against false or misleading claims.

For any claim to be credible, you should make sure that you can back it up - otherwise you may do your business' reputation more harm than good. The claim should not lead customers to believe that your overall environmental performance is reputable based on one - or an unreasonably narrow - set of attributes.

Make an effective environmental claim

If you want to make an effective 'self-declared' environmental claim you should follow some basic rules.

You should ensure the content of your claim is relevant and reflects a genuine benefit by:

• considering the full environmental impact of your product, service or organisation
• checking the claim is relevant to those environmental impacts, or your business and consumer interests
• checking the claim reflects an additional benefit to the environment beyond what is already happening in the market or what is required by legislation
• ensuring any comparisons made to other products on the market are fair, with the basis for comparison clearly stated on the claim

When you present your claim, you should ensure that:

• it is presented in a truthful and accurate way that would not mislead consumers
• the scope and boundaries of the claim are clear, it uses plain language that is specific and unambiguous
• relevant supporting information is clearly presented and not buried in 'small print'

You may want to use a logo or picture on your product to present your claim, eg the recyclability logo (called the Mobius loop). However, you should make sure that its meaning is clear and relevant - the overall effect of the wording and imagery should be clear and not misleading.

To ensure your claim is accurate and can be readily substantiated, you should:

• be able to back up your claim, eg keep any documentation and evidence
• reassess and update the claim as necessary
• base it on the best agreed standards available
• ensure any claims about aspirations of future performance are also supported with evidence and action
• retain information used to substantiate a claim so that it can be made available upon reasonable request

You can find practical guidance on how to make a good environmental claim.

Environmental or 'green' labels give information about the environmental aspects of a product or service. You can use them to highlight a special feature of a product and to differentiate it from your competition. For smaller businesses, this can help you compete against larger organisations by targeting environmentally-aware customers with niche products or services.

Mandatory labelling schemes

Some types of product, such as new household white goods, are legally required to display labels giving details about their energy efficiency.

If you are unsure whether there are any specific labelling schemes for your type of business, contact your trade association for advice.

Voluntary labelling schemes

There are voluntary environmental labelling schemes for almost every type of product, from paper to paints and from cut flowers to cutlery. There are also different kinds of labels covering different issues - eg the Forestry Stewardship Council label on wooden products or the Organic label on food products.

Choosing a labelling scheme

When considering which environmental labelling scheme to join, you should consider the:

• needs and environmental specifications of your major purchasers
• places your product sell
• sales potential of the label
• public recognition of the label
• label's promotional strategy
• standards, credibility and reputation of the label
• potential costs of applying
• rules of the scheme

To get the most out of an environmental label, you should make sure that all your products display it, and explain what it means. You can either do this on the product itself, in the product advertising, or both.

By becoming certified to an environmental standard you can demonstrate to customers and other stakeholders that you take the environmental performance of your business seriously.

You may be able to use a logo on packaging and marketing materials to promote the fact that you are certified to an environmental standard.

What is an environmental standard?

A standard is a technical document that describes an agreed, recognised way of doing something. The most well-known environmental standards are those that relate to setting up environmental management systems (EMS), such as the international standard ISO 14001 or the European Eco-Management and Audit Scheme (EMAS).

Smaller businesses and those that want to take a slower, step-by-step approach can use BS 8555, which leads to credit and recognition after each of six steps. Completing the sixth stage leads to ISO 14001 certification.

It is now also possible to assess the carbon credentials of your products against the PAS 2050 product carbon footprint standard. PAS 2050 will help you assess the greenhouse gas emissions generated by your products through their lifecycle. It will also help you identify where there is room for improvement and can help customers make more informed purchasing decisions.

Why should my business have an environmental standard?

EMAS requires organisations to produce an environmental report about their performance. You can use this report, which is validated by an accredited verifier, to assure customers, investors and other stakeholders that the information you provide is reliable and has been checked by an accredited third party.

Some organisations, particularly those in the public sector and large businesses, are increasingly using environmental criteria in their tendering process. Being certified to a standard will increase the chance of your business winning these tenders.

If you gain certification to a standard, maximise the publicity by letting the local and trade press know.

For more information on EMS standards, see environmental management systems (EMS) - the basics.

Large private businesses and public companies are required to report to investors on how environmental issues affect profitability.

Advantages of environmental reporting

While it is not a requirement for smaller businesses, reporting on environmental performance is good practice. It could benefit your business by:

• setting out and measuring its environmental impact
• impressing the firms' stakeholders
• making the business more attractive to suppliers who prefer to work with partners with good environmental credentials
• attracting new customers
• attracting new employees and retaining current staff

You could set key performance indicators (KPIs) to help you monitor your environmental impact and performance. KPIs provide business units, departments and individuals with clearly defined targets and benchmarks.

A manufacturing business, for example, might decide to make levels of solvent emissions one of its KPIs. It would then record, benchmark and report this KPI in its environmental report. By analysing its performance against this KPI, the business could potentially see ways to improve its environmental impact by changing to less environmentally-damaging substances or processes. This, in turn, could attract new buyers for its products.

Looking at the environmental reports of your suppliers can also help you assess the environmental impact of your supply chain.

Many business awards recognise commitment to the environmental agenda. There are several reasons to consider entering an environmental award:

• The award organisers will usually make an award logo available which shortlisted entrants and winners can apply to their product packaging or marketing activities.
• Winners and nominated businesses usually get publicity from media coverage generated by the awards.
• Winners and nominees can also generate their own publicity around the awards by letting local and trade press know about their success
• Some awards may come with a prize attached or funding to help you implement your environmental plans.

Where to find environmental awards

There are many awards programmes that focus specifically on the environment but there may also be specific awards for your business sector, such as those run by the trade press or trade associations that include an environmental category. Local or regional business awards may also have relevant categories.

To find out about awards relevant to your type of business, you could try contacting your trade association.

Business in the Community run annual awards for responsible businesses in Northern Ireland.

Because there are so many awards it is best to look at the entry criteria and select those that are most relevant to your business before entering.

Your business can benefit from working with your local community on environmental matters in a number of ways. You can, for example:

• boost local awareness of your business
• raise awareness of your environmental credentials
• attract customers with environmental concerns
• attract new employees from the local vicinity who admire your environmental policies

The options for community involvement are wide ranging and will depend on your business activities and resources. You could consider, for example:

• launching a local campaign to get more people to use their bikes instead of cars
• getting staff to lead a sponsored litter pick wearing company t-shirts
• giving some of your environmentally-friendly products to local schools and charities

You might be able to offer a by-product from the manufacturing of your product to a local organisation that could make use of it. A printing business, for example, might have waste paper that it could give to local playgroups for drawing.

There may be environmental charities that operate in Northern Ireland that you could sponsor or a cause related to your product or service that you could partner with or support.

You could also encourage employees to think of ways to get involved with the local community in ways that benefit the environment and raise awareness of your business. This could also boost employee morale and help them develop additional skills.

Businesses that are good investors in Northern Ireland can gain recognition through awards by organisations such as Business in the Community Northern Ireland.

When telling your customers about your environmental achievements, you should take care not to undo your good work by using the wrong print products to spread the message.

'Green print' can help reduce your business' carbon footprint, lead to innovation in the supply chain and save money through improved resource efficiency.

Choosing a green printer

When looking for an environmentally friendly printing company, it may help to think about the following questions:

• Do they have a certified environmental management system?
• Can the printer back up any environmental claims it makes with credible evidence?
• Do they have an environmental improvement programme?
• Do they have a track record of improvements in environmental performance?
• Are they able to print on recycled and sustainably sourced papers?
• Can they help your business reduce its environmental impact by suggesting products and print options with less environmental impact?

Developing greener print products

The way you commission and develop your print materials can influence the impact of a specific piece of print, for example:

• Product design - always ask for the advice of the printer on the design of the product to minimise waste in the production process, eg using non-standard product sizes can increase trim waste.
• Choice of paper - your printer should be able to advise you on the choice of a recycled paper or one from certified sustainable sources.
• Waste in the supply chain - over-ordering print products, or ordering before final numbers are confirmed, could increase waste.
• End-user behaviour - encourage your customers to recycle the print products when they have finished with it.

Alternatives to physical print

Print on demand, paperless or web-based solutions may mean that you can greatly reduce the impact of your print marketing.

Make sure that you evaluate the environmental impact of alternatives, as some may have a higher impact than physical print.

Improving and communicating environmental performance can help build confidence in your customers about the commitment of a brand to environmental improvement.

There are several things you can do to make existing and potential customers and other stakeholders aware of the environmental improvements of your business, its products and services.

• Have an environmental policy  - this helps your business to focus on the main environmental issues you need to communicate. Developing internal communications in support of this strategy will help you develop credible communications and avoid messages that may misrepresent your achievements.
• Improve your packaging or labelling to highlight your environmental credentials. This is a legal requirement for some types of product such as white goods. Consider the use of third-party verified logos.
• Become certified to an environmental standard such as ISO 14001. You may be able to use the logo and brands of standards to help promote your achievements.
• Include environmental achievements in business reports, such as those issued to shareholders. You should also include this information when bidding for new contracts. Large businesses and public sector organisations in particular are increasingly looking for contractors that take environmental issues seriously.
• Get involved with your local community, such as by helping to raise awareness of a particular environmental issue.

Make sure you can support your marketing claims or you may run into problems, for example from the Northern Ireland Trading Standards Service or the Advertising Standards Authority.

Environmental or 'green' claims are a way of providing environmental information about a product. Your business may want to make a claim about an environmental aspect of your product, component, product packaging, literature or advertising. Examples of environmental claims include '100 per cent recycled' and 'CFC-free'.

Should I make an environmental claim or not?

First, it is important to establish whether there are any specific legal requirements that require you to communicate environmental information. However, this does not stop you making additional self-declared environmental claims. If you're not sure about legal requirements, you should contact the Northern Ireland Trading Standards Service.

If you make claims about your products or services, you must ensure these are accurate to avoid falling foul of trading standards or the Advertising Standards Authority (ASA). The ASA can take action against false or misleading claims.

For any claim to be credible, you should make sure that you can back it up - otherwise you may do your business' reputation more harm than good. The claim should not lead customers to believe that your overall environmental performance is reputable based on one - or an unreasonably narrow - set of attributes.

Make an effective environmental claim

If you want to make an effective 'self-declared' environmental claim you should follow some basic rules.

You should ensure the content of your claim is relevant and reflects a genuine benefit by:

• considering the full environmental impact of your product, service or organisation
• checking the claim is relevant to those environmental impacts, or your business and consumer interests
• checking the claim reflects an additional benefit to the environment beyond what is already happening in the market or what is required by legislation
• ensuring any comparisons made to other products on the market are fair, with the basis for comparison clearly stated on the claim

When you present your claim, you should ensure that:

• it is presented in a truthful and accurate way that would not mislead consumers
• the scope and boundaries of the claim are clear, it uses plain language that is specific and unambiguous
• relevant supporting information is clearly presented and not buried in 'small print'

You may want to use a logo or picture on your product to present your claim, eg the recyclability logo (called the Mobius loop). However, you should make sure that its meaning is clear and relevant - the overall effect of the wording and imagery should be clear and not misleading.

To ensure your claim is accurate and can be readily substantiated, you should:

• be able to back up your claim, eg keep any documentation and evidence
• reassess and update the claim as necessary
• base it on the best agreed standards available
• ensure any claims about aspirations of future performance are also supported with evidence and action
• retain information used to substantiate a claim so that it can be made available upon reasonable request

You can find practical guidance on how to make a good environmental claim.

Environmental or 'green' labels give information about the environmental aspects of a product or service. You can use them to highlight a special feature of a product and to differentiate it from your competition. For smaller businesses, this can help you compete against larger organisations by targeting environmentally-aware customers with niche products or services.

Mandatory labelling schemes

Some types of product, such as new household white goods, are legally required to display labels giving details about their energy efficiency.

If you are unsure whether there are any specific labelling schemes for your type of business, contact your trade association for advice.

Voluntary labelling schemes

There are voluntary environmental labelling schemes for almost every type of product, from paper to paints and from cut flowers to cutlery. There are also different kinds of labels covering different issues - eg the Forestry Stewardship Council label on wooden products or the Organic label on food products.

Choosing a labelling scheme

When considering which environmental labelling scheme to join, you should consider the:

• needs and environmental specifications of your major purchasers
• places your product sell
• sales potential of the label
• public recognition of the label
• label's promotional strategy
• standards, credibility and reputation of the label
• potential costs of applying
• rules of the scheme

To get the most out of an environmental label, you should make sure that all your products display it, and explain what it means. You can either do this on the product itself, in the product advertising, or both.

By becoming certified to an environmental standard you can demonstrate to customers and other stakeholders that you take the environmental performance of your business seriously.

You may be able to use a logo on packaging and marketing materials to promote the fact that you are certified to an environmental standard.

What is an environmental standard?

A standard is a technical document that describes an agreed, recognised way of doing something. The most well-known environmental standards are those that relate to setting up environmental management systems (EMS), such as the international standard ISO 14001 or the European Eco-Management and Audit Scheme (EMAS).

Smaller businesses and those that want to take a slower, step-by-step approach can use BS 8555, which leads to credit and recognition after each of six steps. Completing the sixth stage leads to ISO 14001 certification.

It is now also possible to assess the carbon credentials of your products against the PAS 2050 product carbon footprint standard. PAS 2050 will help you assess the greenhouse gas emissions generated by your products through their lifecycle. It will also help you identify where there is room for improvement and can help customers make more informed purchasing decisions.

Why should my business have an environmental standard?

EMAS requires organisations to produce an environmental report about their performance. You can use this report, which is validated by an accredited verifier, to assure customers, investors and other stakeholders that the information you provide is reliable and has been checked by an accredited third party.

Some organisations, particularly those in the public sector and large businesses, are increasingly using environmental criteria in their tendering process. Being certified to a standard will increase the chance of your business winning these tenders.

If you gain certification to a standard, maximise the publicity by letting the local and trade press know.

For more information on EMS standards, see environmental management systems (EMS) - the basics.

Large private businesses and public companies are required to report to investors on how environmental issues affect profitability.

Advantages of environmental reporting

While it is not a requirement for smaller businesses, reporting on environmental performance is good practice. It could benefit your business by:

• setting out and measuring its environmental impact
• impressing the firms' stakeholders
• making the business more attractive to suppliers who prefer to work with partners with good environmental credentials
• attracting new customers
• attracting new employees and retaining current staff

You could set key performance indicators (KPIs) to help you monitor your environmental impact and performance. KPIs provide business units, departments and individuals with clearly defined targets and benchmarks.

A manufacturing business, for example, might decide to make levels of solvent emissions one of its KPIs. It would then record, benchmark and report this KPI in its environmental report. By analysing its performance against this KPI, the business could potentially see ways to improve its environmental impact by changing to less environmentally-damaging substances or processes. This, in turn, could attract new buyers for its products.

Looking at the environmental reports of your suppliers can also help you assess the environmental impact of your supply chain.

Many business awards recognise commitment to the environmental agenda. There are several reasons to consider entering an environmental award:

• The award organisers will usually make an award logo available which shortlisted entrants and winners can apply to their product packaging or marketing activities.
• Winners and nominated businesses usually get publicity from media coverage generated by the awards.
• Winners and nominees can also generate their own publicity around the awards by letting local and trade press know about their success
• Some awards may come with a prize attached or funding to help you implement your environmental plans.

Where to find environmental awards

There are many awards programmes that focus specifically on the environment but there may also be specific awards for your business sector, such as those run by the trade press or trade associations that include an environmental category. Local or regional business awards may also have relevant categories.

To find out about awards relevant to your type of business, you could try contacting your trade association.

Business in the Community run annual awards for responsible businesses in Northern Ireland.

Because there are so many awards it is best to look at the entry criteria and select those that are most relevant to your business before entering.

Your business can benefit from working with your local community on environmental matters in a number of ways. You can, for example:

• boost local awareness of your business
• raise awareness of your environmental credentials
• attract customers with environmental concerns
• attract new employees from the local vicinity who admire your environmental policies

The options for community involvement are wide ranging and will depend on your business activities and resources. You could consider, for example:

• launching a local campaign to get more people to use their bikes instead of cars
• getting staff to lead a sponsored litter pick wearing company t-shirts
• giving some of your environmentally-friendly products to local schools and charities

You might be able to offer a by-product from the manufacturing of your product to a local organisation that could make use of it. A printing business, for example, might have waste paper that it could give to local playgroups for drawing.

There may be environmental charities that operate in Northern Ireland that you could sponsor or a cause related to your product or service that you could partner with or support.

You could also encourage employees to think of ways to get involved with the local community in ways that benefit the environment and raise awareness of your business. This could also boost employee morale and help them develop additional skills.

Businesses that are good investors in Northern Ireland can gain recognition through awards by organisations such as Business in the Community Northern Ireland.

When telling your customers about your environmental achievements, you should take care not to undo your good work by using the wrong print products to spread the message.

'Green print' can help reduce your business' carbon footprint, lead to innovation in the supply chain and save money through improved resource efficiency.

Choosing a green printer

When looking for an environmentally friendly printing company, it may help to think about the following questions:

• Do they have a certified environmental management system?
• Can the printer back up any environmental claims it makes with credible evidence?
• Do they have an environmental improvement programme?
• Do they have a track record of improvements in environmental performance?
• Are they able to print on recycled and sustainably sourced papers?
• Can they help your business reduce its environmental impact by suggesting products and print options with less environmental impact?

Developing greener print products

The way you commission and develop your print materials can influence the impact of a specific piece of print, for example:

• Product design - always ask for the advice of the printer on the design of the product to minimise waste in the production process, eg using non-standard product sizes can increase trim waste.
• Choice of paper - your printer should be able to advise you on the choice of a recycled paper or one from certified sustainable sources.
• Waste in the supply chain - over-ordering print products, or ordering before final numbers are confirmed, could increase waste.
• End-user behaviour - encourage your customers to recycle the print products when they have finished with it.

Alternatives to physical print

Print on demand, paperless or web-based solutions may mean that you can greatly reduce the impact of your print marketing.

Make sure that you evaluate the environmental impact of alternatives, as some may have a higher impact than physical print.

Improving and communicating environmental performance can help build confidence in your customers about the commitment of a brand to environmental improvement.

There are several things you can do to make existing and potential customers and other stakeholders aware of the environmental improvements of your business, its products and services.

• Have an environmental policy  - this helps your business to focus on the main environmental issues you need to communicate. Developing internal communications in support of this strategy will help you develop credible communications and avoid messages that may misrepresent your achievements.
• Improve your packaging or labelling to highlight your environmental credentials. This is a legal requirement for some types of product such as white goods. Consider the use of third-party verified logos.
• Become certified to an environmental standard such as ISO 14001. You may be able to use the logo and brands of standards to help promote your achievements.
• Include environmental achievements in business reports, such as those issued to shareholders. You should also include this information when bidding for new contracts. Large businesses and public sector organisations in particular are increasingly looking for contractors that take environmental issues seriously.
• Get involved with your local community, such as by helping to raise awareness of a particular environmental issue.

Make sure you can support your marketing claims or you may run into problems, for example from the Northern Ireland Trading Standards Service or the Advertising Standards Authority.

Environmental or 'green' claims are a way of providing environmental information about a product. Your business may want to make a claim about an environmental aspect of your product, component, product packaging, literature or advertising. Examples of environmental claims include '100 per cent recycled' and 'CFC-free'.

Should I make an environmental claim or not?

First, it is important to establish whether there are any specific legal requirements that require you to communicate environmental information. However, this does not stop you making additional self-declared environmental claims. If you're not sure about legal requirements, you should contact the Northern Ireland Trading Standards Service.

If you make claims about your products or services, you must ensure these are accurate to avoid falling foul of trading standards or the Advertising Standards Authority (ASA). The ASA can take action against false or misleading claims.

For any claim to be credible, you should make sure that you can back it up - otherwise you may do your business' reputation more harm than good. The claim should not lead customers to believe that your overall environmental performance is reputable based on one - or an unreasonably narrow - set of attributes.

Make an effective environmental claim

If you want to make an effective 'self-declared' environmental claim you should follow some basic rules.

You should ensure the content of your claim is relevant and reflects a genuine benefit by:

• considering the full environmental impact of your product, service or organisation
• checking the claim is relevant to those environmental impacts, or your business and consumer interests
• checking the claim reflects an additional benefit to the environment beyond what is already happening in the market or what is required by legislation
• ensuring any comparisons made to other products on the market are fair, with the basis for comparison clearly stated on the claim

When you present your claim, you should ensure that:

• it is presented in a truthful and accurate way that would not mislead consumers
• the scope and boundaries of the claim are clear, it uses plain language that is specific and unambiguous
• relevant supporting information is clearly presented and not buried in 'small print'

You may want to use a logo or picture on your product to present your claim, eg the recyclability logo (called the Mobius loop). However, you should make sure that its meaning is clear and relevant - the overall effect of the wording and imagery should be clear and not misleading.

To ensure your claim is accurate and can be readily substantiated, you should:

• be able to back up your claim, eg keep any documentation and evidence
• reassess and update the claim as necessary
• base it on the best agreed standards available
• ensure any claims about aspirations of future performance are also supported with evidence and action
• retain information used to substantiate a claim so that it can be made available upon reasonable request

You can find practical guidance on how to make a good environmental claim.

Environmental or 'green' labels give information about the environmental aspects of a product or service. You can use them to highlight a special feature of a product and to differentiate it from your competition. For smaller businesses, this can help you compete against larger organisations by targeting environmentally-aware customers with niche products or services.

Mandatory labelling schemes

Some types of product, such as new household white goods, are legally required to display labels giving details about their energy efficiency.

If you are unsure whether there are any specific labelling schemes for your type of business, contact your trade association for advice.

Voluntary labelling schemes

There are voluntary environmental labelling schemes for almost every type of product, from paper to paints and from cut flowers to cutlery. There are also different kinds of labels covering different issues - eg the Forestry Stewardship Council label on wooden products or the Organic label on food products.

Choosing a labelling scheme

When considering which environmental labelling scheme to join, you should consider the:

• needs and environmental specifications of your major purchasers
• places your product sell
• sales potential of the label
• public recognition of the label
• label's promotional strategy
• standards, credibility and reputation of the label
• potential costs of applying
• rules of the scheme

To get the most out of an environmental label, you should make sure that all your products display it, and explain what it means. You can either do this on the product itself, in the product advertising, or both.

By becoming certified to an environmental standard you can demonstrate to customers and other stakeholders that you take the environmental performance of your business seriously.

You may be able to use a logo on packaging and marketing materials to promote the fact that you are certified to an environmental standard.

What is an environmental standard?

A standard is a technical document that describes an agreed, recognised way of doing something. The most well-known environmental standards are those that relate to setting up environmental management systems (EMS), such as the international standard ISO 14001 or the European Eco-Management and Audit Scheme (EMAS).

Smaller businesses and those that want to take a slower, step-by-step approach can use BS 8555, which leads to credit and recognition after each of six steps. Completing the sixth stage leads to ISO 14001 certification.

It is now also possible to assess the carbon credentials of your products against the PAS 2050 product carbon footprint standard. PAS 2050 will help you assess the greenhouse gas emissions generated by your products through their lifecycle. It will also help you identify where there is room for improvement and can help customers make more informed purchasing decisions.

Why should my business have an environmental standard?

EMAS requires organisations to produce an environmental report about their performance. You can use this report, which is validated by an accredited verifier, to assure customers, investors and other stakeholders that the information you provide is reliable and has been checked by an accredited third party.

Some organisations, particularly those in the public sector and large businesses, are increasingly using environmental criteria in their tendering process. Being certified to a standard will increase the chance of your business winning these tenders.

If you gain certification to a standard, maximise the publicity by letting the local and trade press know.

For more information on EMS standards, see environmental management systems (EMS) - the basics.

Large private businesses and public companies are required to report to investors on how environmental issues affect profitability.

Advantages of environmental reporting

While it is not a requirement for smaller businesses, reporting on environmental performance is good practice. It could benefit your business by:

• setting out and measuring its environmental impact
• impressing the firms' stakeholders
• making the business more attractive to suppliers who prefer to work with partners with good environmental credentials
• attracting new customers
• attracting new employees and retaining current staff

You could set key performance indicators (KPIs) to help you monitor your environmental impact and performance. KPIs provide business units, departments and individuals with clearly defined targets and benchmarks.

A manufacturing business, for example, might decide to make levels of solvent emissions one of its KPIs. It would then record, benchmark and report this KPI in its environmental report. By analysing its performance against this KPI, the business could potentially see ways to improve its environmental impact by changing to less environmentally-damaging substances or processes. This, in turn, could attract new buyers for its products.

Looking at the environmental reports of your suppliers can also help you assess the environmental impact of your supply chain.

Many business awards recognise commitment to the environmental agenda. There are several reasons to consider entering an environmental award:

• The award organisers will usually make an award logo available which shortlisted entrants and winners can apply to their product packaging or marketing activities.
• Winners and nominated businesses usually get publicity from media coverage generated by the awards.
• Winners and nominees can also generate their own publicity around the awards by letting local and trade press know about their success
• Some awards may come with a prize attached or funding to help you implement your environmental plans.

Where to find environmental awards

There are many awards programmes that focus specifically on the environment but there may also be specific awards for your business sector, such as those run by the trade press or trade associations that include an environmental category. Local or regional business awards may also have relevant categories.

To find out about awards relevant to your type of business, you could try contacting your trade association.

Business in the Community run annual awards for responsible businesses in Northern Ireland.

Because there are so many awards it is best to look at the entry criteria and select those that are most relevant to your business before entering.

Your business can benefit from working with your local community on environmental matters in a number of ways. You can, for example:

• boost local awareness of your business
• raise awareness of your environmental credentials
• attract customers with environmental concerns
• attract new employees from the local vicinity who admire your environmental policies

The options for community involvement are wide ranging and will depend on your business activities and resources. You could consider, for example:

• launching a local campaign to get more people to use their bikes instead of cars
• getting staff to lead a sponsored litter pick wearing company t-shirts
• giving some of your environmentally-friendly products to local schools and charities

You might be able to offer a by-product from the manufacturing of your product to a local organisation that could make use of it. A printing business, for example, might have waste paper that it could give to local playgroups for drawing.

There may be environmental charities that operate in Northern Ireland that you could sponsor or a cause related to your product or service that you could partner with or support.

You could also encourage employees to think of ways to get involved with the local community in ways that benefit the environment and raise awareness of your business. This could also boost employee morale and help them develop additional skills.

Businesses that are good investors in Northern Ireland can gain recognition through awards by organisations such as Business in the Community Northern Ireland.

When telling your customers about your environmental achievements, you should take care not to undo your good work by using the wrong print products to spread the message.

'Green print' can help reduce your business' carbon footprint, lead to innovation in the supply chain and save money through improved resource efficiency.

Choosing a green printer

When looking for an environmentally friendly printing company, it may help to think about the following questions:

• Do they have a certified environmental management system?
• Can the printer back up any environmental claims it makes with credible evidence?
• Do they have an environmental improvement programme?
• Do they have a track record of improvements in environmental performance?
• Are they able to print on recycled and sustainably sourced papers?
• Can they help your business reduce its environmental impact by suggesting products and print options with less environmental impact?

Developing greener print products

The way you commission and develop your print materials can influence the impact of a specific piece of print, for example:

• Product design - always ask for the advice of the printer on the design of the product to minimise waste in the production process, eg using non-standard product sizes can increase trim waste.
• Choice of paper - your printer should be able to advise you on the choice of a recycled paper or one from certified sustainable sources.
• Waste in the supply chain - over-ordering print products, or ordering before final numbers are confirmed, could increase waste.
• End-user behaviour - encourage your customers to recycle the print products when they have finished with it.

Alternatives to physical print

Print on demand, paperless or web-based solutions may mean that you can greatly reduce the impact of your print marketing.

Make sure that you evaluate the environmental impact of alternatives, as some may have a higher impact than physical print.

Improving and communicating environmental performance can help build confidence in your customers about the commitment of a brand to environmental improvement.

There are several things you can do to make existing and potential customers and other stakeholders aware of the environmental improvements of your business, its products and services.

• Have an environmental policy  - this helps your business to focus on the main environmental issues you need to communicate. Developing internal communications in support of this strategy will help you develop credible communications and avoid messages that may misrepresent your achievements.
• Improve your packaging or labelling to highlight your environmental credentials. This is a legal requirement for some types of product such as white goods. Consider the use of third-party verified logos.
• Become certified to an environmental standard such as ISO 14001. You may be able to use the logo and brands of standards to help promote your achievements.
• Include environmental achievements in business reports, such as those issued to shareholders. You should also include this information when bidding for new contracts. Large businesses and public sector organisations in particular are increasingly looking for contractors that take environmental issues seriously.
• Get involved with your local community, such as by helping to raise awareness of a particular environmental issue.

Make sure you can support your marketing claims or you may run into problems, for example from the Northern Ireland Trading Standards Service or the Advertising Standards Authority.

Environmental or 'green' claims are a way of providing environmental information about a product. Your business may want to make a claim about an environmental aspect of your product, component, product packaging, literature or advertising. Examples of environmental claims include '100 per cent recycled' and 'CFC-free'.

Should I make an environmental claim or not?

First, it is important to establish whether there are any specific legal requirements that require you to communicate environmental information. However, this does not stop you making additional self-declared environmental claims. If you're not sure about legal requirements, you should contact the Northern Ireland Trading Standards Service.

If you make claims about your products or services, you must ensure these are accurate to avoid falling foul of trading standards or the Advertising Standards Authority (ASA). The ASA can take action against false or misleading claims.

For any claim to be credible, you should make sure that you can back it up - otherwise you may do your business' reputation more harm than good. The claim should not lead customers to believe that your overall environmental performance is reputable based on one - or an unreasonably narrow - set of attributes.

Make an effective environmental claim

If you want to make an effective 'self-declared' environmental claim you should follow some basic rules.

You should ensure the content of your claim is relevant and reflects a genuine benefit by:

• considering the full environmental impact of your product, service or organisation
• checking the claim is relevant to those environmental impacts, or your business and consumer interests
• checking the claim reflects an additional benefit to the environment beyond what is already happening in the market or what is required by legislation
• ensuring any comparisons made to other products on the market are fair, with the basis for comparison clearly stated on the claim

When you present your claim, you should ensure that:

• it is presented in a truthful and accurate way that would not mislead consumers
• the scope and boundaries of the claim are clear, it uses plain language that is specific and unambiguous
• relevant supporting information is clearly presented and not buried in 'small print'

You may want to use a logo or picture on your product to present your claim, eg the recyclability logo (called the Mobius loop). However, you should make sure that its meaning is clear and relevant - the overall effect of the wording and imagery should be clear and not misleading.

To ensure your claim is accurate and can be readily substantiated, you should:

• be able to back up your claim, eg keep any documentation and evidence
• reassess and update the claim as necessary
• base it on the best agreed standards available
• ensure any claims about aspirations of future performance are also supported with evidence and action
• retain information used to substantiate a claim so that it can be made available upon reasonable request

You can find practical guidance on how to make a good environmental claim.

Environmental or 'green' labels give information about the environmental aspects of a product or service. You can use them to highlight a special feature of a product and to differentiate it from your competition. For smaller businesses, this can help you compete against larger organisations by targeting environmentally-aware customers with niche products or services.

Mandatory labelling schemes

Some types of product, such as new household white goods, are legally required to display labels giving details about their energy efficiency.

If you are unsure whether there are any specific labelling schemes for your type of business, contact your trade association for advice.

Voluntary labelling schemes

There are voluntary environmental labelling schemes for almost every type of product, from paper to paints and from cut flowers to cutlery. There are also different kinds of labels covering different issues - eg the Forestry Stewardship Council label on wooden products or the Organic label on food products.

Choosing a labelling scheme

When considering which environmental labelling scheme to join, you should consider the:

• needs and environmental specifications of your major purchasers
• places your product sell
• sales potential of the label
• public recognition of the label
• label's promotional strategy
• standards, credibility and reputation of the label
• potential costs of applying
• rules of the scheme

To get the most out of an environmental label, you should make sure that all your products display it, and explain what it means. You can either do this on the product itself, in the product advertising, or both.

By becoming certified to an environmental standard you can demonstrate to customers and other stakeholders that you take the environmental performance of your business seriously.

You may be able to use a logo on packaging and marketing materials to promote the fact that you are certified to an environmental standard.

What is an environmental standard?

A standard is a technical document that describes an agreed, recognised way of doing something. The most well-known environmental standards are those that relate to setting up environmental management systems (EMS), such as the international standard ISO 14001 or the European Eco-Management and Audit Scheme (EMAS).

Smaller businesses and those that want to take a slower, step-by-step approach can use BS 8555, which leads to credit and recognition after each of six steps. Completing the sixth stage leads to ISO 14001 certification.

It is now also possible to assess the carbon credentials of your products against the PAS 2050 product carbon footprint standard. PAS 2050 will help you assess the greenhouse gas emissions generated by your products through their lifecycle. It will also help you identify where there is room for improvement and can help customers make more informed purchasing decisions.

Why should my business have an environmental standard?

EMAS requires organisations to produce an environmental report about their performance. You can use this report, which is validated by an accredited verifier, to assure customers, investors and other stakeholders that the information you provide is reliable and has been checked by an accredited third party.

Some organisations, particularly those in the public sector and large businesses, are increasingly using environmental criteria in their tendering process. Being certified to a standard will increase the chance of your business winning these tenders.

If you gain certification to a standard, maximise the publicity by letting the local and trade press know.

For more information on EMS standards, see environmental management systems (EMS) - the basics.

Large private businesses and public companies are required to report to investors on how environmental issues affect profitability.

Advantages of environmental reporting

While it is not a requirement for smaller businesses, reporting on environmental performance is good practice. It could benefit your business by:

• setting out and measuring its environmental impact
• impressing the firms' stakeholders
• making the business more attractive to suppliers who prefer to work with partners with good environmental credentials
• attracting new customers
• attracting new employees and retaining current staff

You could set key performance indicators (KPIs) to help you monitor your environmental impact and performance. KPIs provide business units, departments and individuals with clearly defined targets and benchmarks.

A manufacturing business, for example, might decide to make levels of solvent emissions one of its KPIs. It would then record, benchmark and report this KPI in its environmental report. By analysing its performance against this KPI, the business could potentially see ways to improve its environmental impact by changing to less environmentally-damaging substances or processes. This, in turn, could attract new buyers for its products.

Looking at the environmental reports of your suppliers can also help you assess the environmental impact of your supply chain.

Many business awards recognise commitment to the environmental agenda. There are several reasons to consider entering an environmental award:

• The award organisers will usually make an award logo available which shortlisted entrants and winners can apply to their product packaging or marketing activities.
• Winners and nominated businesses usually get publicity from media coverage generated by the awards.
• Winners and nominees can also generate their own publicity around the awards by letting local and trade press know about their success
• Some awards may come with a prize attached or funding to help you implement your environmental plans.

Where to find environmental awards

There are many awards programmes that focus specifically on the environment but there may also be specific awards for your business sector, such as those run by the trade press or trade associations that include an environmental category. Local or regional business awards may also have relevant categories.

To find out about awards relevant to your type of business, you could try contacting your trade association.

Business in the Community run annual awards for responsible businesses in Northern Ireland.

Because there are so many awards it is best to look at the entry criteria and select those that are most relevant to your business before entering.

Your business can benefit from working with your local community on environmental matters in a number of ways. You can, for example:

• boost local awareness of your business
• raise awareness of your environmental credentials
• attract customers with environmental concerns
• attract new employees from the local vicinity who admire your environmental policies

The options for community involvement are wide ranging and will depend on your business activities and resources. You could consider, for example:

• launching a local campaign to get more people to use their bikes instead of cars
• getting staff to lead a sponsored litter pick wearing company t-shirts
• giving some of your environmentally-friendly products to local schools and charities

You might be able to offer a by-product from the manufacturing of your product to a local organisation that could make use of it. A printing business, for example, might have waste paper that it could give to local playgroups for drawing.

There may be environmental charities that operate in Northern Ireland that you could sponsor or a cause related to your product or service that you could partner with or support.

You could also encourage employees to think of ways to get involved with the local community in ways that benefit the environment and raise awareness of your business. This could also boost employee morale and help them develop additional skills.

Businesses that are good investors in Northern Ireland can gain recognition through awards by organisations such as Business in the Community Northern Ireland.

When telling your customers about your environmental achievements, you should take care not to undo your good work by using the wrong print products to spread the message.

'Green print' can help reduce your business' carbon footprint, lead to innovation in the supply chain and save money through improved resource efficiency.

Choosing a green printer

When looking for an environmentally friendly printing company, it may help to think about the following questions:

• Do they have a certified environmental management system?
• Can the printer back up any environmental claims it makes with credible evidence?
• Do they have an environmental improvement programme?
• Do they have a track record of improvements in environmental performance?
• Are they able to print on recycled and sustainably sourced papers?
• Can they help your business reduce its environmental impact by suggesting products and print options with less environmental impact?

Developing greener print products

The way you commission and develop your print materials can influence the impact of a specific piece of print, for example:

• Product design - always ask for the advice of the printer on the design of the product to minimise waste in the production process, eg using non-standard product sizes can increase trim waste.
• Choice of paper - your printer should be able to advise you on the choice of a recycled paper or one from certified sustainable sources.
• Waste in the supply chain - over-ordering print products, or ordering before final numbers are confirmed, could increase waste.
• End-user behaviour - encourage your customers to recycle the print products when they have finished with it.

Alternatives to physical print

Print on demand, paperless or web-based solutions may mean that you can greatly reduce the impact of your print marketing.

Make sure that you evaluate the environmental impact of alternatives, as some may have a higher impact than physical print.

Improving and communicating environmental performance can help build confidence in your customers about the commitment of a brand to environmental improvement.

There are several things you can do to make existing and potential customers and other stakeholders aware of the environmental improvements of your business, its products and services.

• Have an environmental policy  - this helps your business to focus on the main environmental issues you need to communicate. Developing internal communications in support of this strategy will help you develop credible communications and avoid messages that may misrepresent your achievements.
• Improve your packaging or labelling to highlight your environmental credentials. This is a legal requirement for some types of product such as white goods. Consider the use of third-party verified logos.
• Become certified to an environmental standard such as ISO 14001. You may be able to use the logo and brands of standards to help promote your achievements.
• Include environmental achievements in business reports, such as those issued to shareholders. You should also include this information when bidding for new contracts. Large businesses and public sector organisations in particular are increasingly looking for contractors that take environmental issues seriously.
• Get involved with your local community, such as by helping to raise awareness of a particular environmental issue.

Make sure you can support your marketing claims or you may run into problems, for example from the Northern Ireland Trading Standards Service or the Advertising Standards Authority.

Environmental or 'green' claims are a way of providing environmental information about a product. Your business may want to make a claim about an environmental aspect of your product, component, product packaging, literature or advertising. Examples of environmental claims include '100 per cent recycled' and 'CFC-free'.

Should I make an environmental claim or not?

First, it is important to establish whether there are any specific legal requirements that require you to communicate environmental information. However, this does not stop you making additional self-declared environmental claims. If you're not sure about legal requirements, you should contact the Northern Ireland Trading Standards Service.

If you make claims about your products or services, you must ensure these are accurate to avoid falling foul of trading standards or the Advertising Standards Authority (ASA). The ASA can take action against false or misleading claims.

For any claim to be credible, you should make sure that you can back it up - otherwise you may do your business' reputation more harm than good. The claim should not lead customers to believe that your overall environmental performance is reputable based on one - or an unreasonably narrow - set of attributes.

Make an effective environmental claim

If you want to make an effective 'self-declared' environmental claim you should follow some basic rules.

You should ensure the content of your claim is relevant and reflects a genuine benefit by:

• considering the full environmental impact of your product, service or organisation
• checking the claim is relevant to those environmental impacts, or your business and consumer interests
• checking the claim reflects an additional benefit to the environment beyond what is already happening in the market or what is required by legislation
• ensuring any comparisons made to other products on the market are fair, with the basis for comparison clearly stated on the claim

When you present your claim, you should ensure that:

• it is presented in a truthful and accurate way that would not mislead consumers
• the scope and boundaries of the claim are clear, it uses plain language that is specific and unambiguous
• relevant supporting information is clearly presented and not buried in 'small print'

You may want to use a logo or picture on your product to present your claim, eg the recyclability logo (called the Mobius loop). However, you should make sure that its meaning is clear and relevant - the overall effect of the wording and imagery should be clear and not misleading.

To ensure your claim is accurate and can be readily substantiated, you should:

• be able to back up your claim, eg keep any documentation and evidence
• reassess and update the claim as necessary
• base it on the best agreed standards available
• ensure any claims about aspirations of future performance are also supported with evidence and action
• retain information used to substantiate a claim so that it can be made available upon reasonable request

You can find practical guidance on how to make a good environmental claim.

Environmental or 'green' labels give information about the environmental aspects of a product or service. You can use them to highlight a special feature of a product and to differentiate it from your competition. For smaller businesses, this can help you compete against larger organisations by targeting environmentally-aware customers with niche products or services.

Mandatory labelling schemes

Some types of product, such as new household white goods, are legally required to display labels giving details about their energy efficiency.

If you are unsure whether there are any specific labelling schemes for your type of business, contact your trade association for advice.

Voluntary labelling schemes

There are voluntary environmental labelling schemes for almost every type of product, from paper to paints and from cut flowers to cutlery. There are also different kinds of labels covering different issues - eg the Forestry Stewardship Council label on wooden products or the Organic label on food products.

Choosing a labelling scheme

When considering which environmental labelling scheme to join, you should consider the:

• needs and environmental specifications of your major purchasers
• places your product sell
• sales potential of the label
• public recognition of the label
• label's promotional strategy
• standards, credibility and reputation of the label
• potential costs of applying
• rules of the scheme

To get the most out of an environmental label, you should make sure that all your products display it, and explain what it means. You can either do this on the product itself, in the product advertising, or both.

By becoming certified to an environmental standard you can demonstrate to customers and other stakeholders that you take the environmental performance of your business seriously.

You may be able to use a logo on packaging and marketing materials to promote the fact that you are certified to an environmental standard.

What is an environmental standard?

A standard is a technical document that describes an agreed, recognised way of doing something. The most well-known environmental standards are those that relate to setting up environmental management systems (EMS), such as the international standard ISO 14001 or the European Eco-Management and Audit Scheme (EMAS).

Smaller businesses and those that want to take a slower, step-by-step approach can use BS 8555, which leads to credit and recognition after each of six steps. Completing the sixth stage leads to ISO 14001 certification.

It is now also possible to assess the carbon credentials of your products against the PAS 2050 product carbon footprint standard. PAS 2050 will help you assess the greenhouse gas emissions generated by your products through their lifecycle. It will also help you identify where there is room for improvement and can help customers make more informed purchasing decisions.

Why should my business have an environmental standard?

EMAS requires organisations to produce an environmental report about their performance. You can use this report, which is validated by an accredited verifier, to assure customers, investors and other stakeholders that the information you provide is reliable and has been checked by an accredited third party.

Some organisations, particularly those in the public sector and large businesses, are increasingly using environmental criteria in their tendering process. Being certified to a standard will increase the chance of your business winning these tenders.

If you gain certification to a standard, maximise the publicity by letting the local and trade press know.

For more information on EMS standards, see environmental management systems (EMS) - the basics.

Large private businesses and public companies are required to report to investors on how environmental issues affect profitability.

Advantages of environmental reporting

While it is not a requirement for smaller businesses, reporting on environmental performance is good practice. It could benefit your business by:

• setting out and measuring its environmental impact
• impressing the firms' stakeholders
• making the business more attractive to suppliers who prefer to work with partners with good environmental credentials
• attracting new customers
• attracting new employees and retaining current staff

You could set key performance indicators (KPIs) to help you monitor your environmental impact and performance. KPIs provide business units, departments and individuals with clearly defined targets and benchmarks.

A manufacturing business, for example, might decide to make levels of solvent emissions one of its KPIs. It would then record, benchmark and report this KPI in its environmental report. By analysing its performance against this KPI, the business could potentially see ways to improve its environmental impact by changing to less environmentally-damaging substances or processes. This, in turn, could attract new buyers for its products.

Looking at the environmental reports of your suppliers can also help you assess the environmental impact of your supply chain.

Many business awards recognise commitment to the environmental agenda. There are several reasons to consider entering an environmental award:

• The award organisers will usually make an award logo available which shortlisted entrants and winners can apply to their product packaging or marketing activities.
• Winners and nominated businesses usually get publicity from media coverage generated by the awards.
• Winners and nominees can also generate their own publicity around the awards by letting local and trade press know about their success
• Some awards may come with a prize attached or funding to help you implement your environmental plans.

Where to find environmental awards

There are many awards programmes that focus specifically on the environment but there may also be specific awards for your business sector, such as those run by the trade press or trade associations that include an environmental category. Local or regional business awards may also have relevant categories.

To find out about awards relevant to your type of business, you could try contacting your trade association.

Business in the Community run annual awards for responsible businesses in Northern Ireland.

Because there are so many awards it is best to look at the entry criteria and select those that are most relevant to your business before entering.

Your business can benefit from working with your local community on environmental matters in a number of ways. You can, for example:

• boost local awareness of your business
• raise awareness of your environmental credentials
• attract customers with environmental concerns
• attract new employees from the local vicinity who admire your environmental policies

The options for community involvement are wide ranging and will depend on your business activities and resources. You could consider, for example:

• launching a local campaign to get more people to use their bikes instead of cars
• getting staff to lead a sponsored litter pick wearing company t-shirts
• giving some of your environmentally-friendly products to local schools and charities

You might be able to offer a by-product from the manufacturing of your product to a local organisation that could make use of it. A printing business, for example, might have waste paper that it could give to local playgroups for drawing.

There may be environmental charities that operate in Northern Ireland that you could sponsor or a cause related to your product or service that you could partner with or support.

You could also encourage employees to think of ways to get involved with the local community in ways that benefit the environment and raise awareness of your business. This could also boost employee morale and help them develop additional skills.

Businesses that are good investors in Northern Ireland can gain recognition through awards by organisations such as Business in the Community Northern Ireland.

When telling your customers about your environmental achievements, you should take care not to undo your good work by using the wrong print products to spread the message.

'Green print' can help reduce your business' carbon footprint, lead to innovation in the supply chain and save money through improved resource efficiency.

Choosing a green printer

When looking for an environmentally friendly printing company, it may help to think about the following questions:

• Do they have a certified environmental management system?
• Can the printer back up any environmental claims it makes with credible evidence?
• Do they have an environmental improvement programme?
• Do they have a track record of improvements in environmental performance?
• Are they able to print on recycled and sustainably sourced papers?
• Can they help your business reduce its environmental impact by suggesting products and print options with less environmental impact?

Developing greener print products

The way you commission and develop your print materials can influence the impact of a specific piece of print, for example:

• Product design - always ask for the advice of the printer on the design of the product to minimise waste in the production process, eg using non-standard product sizes can increase trim waste.
• Choice of paper - your printer should be able to advise you on the choice of a recycled paper or one from certified sustainable sources.
• Waste in the supply chain - over-ordering print products, or ordering before final numbers are confirmed, could increase waste.
• End-user behaviour - encourage your customers to recycle the print products when they have finished with it.

Alternatives to physical print

Print on demand, paperless or web-based solutions may mean that you can greatly reduce the impact of your print marketing.

Make sure that you evaluate the environmental impact of alternatives, as some may have a higher impact than physical print.

Improving and communicating environmental performance can help build confidence in your customers about the commitment of a brand to environmental improvement.

There are several things you can do to make existing and potential customers and other stakeholders aware of the environmental improvements of your business, its products and services.

• Have an environmental policy  - this helps your business to focus on the main environmental issues you need to communicate. Developing internal communications in support of this strategy will help you develop credible communications and avoid messages that may misrepresent your achievements.
• Improve your packaging or labelling to highlight your environmental credentials. This is a legal requirement for some types of product such as white goods. Consider the use of third-party verified logos.
• Become certified to an environmental standard such as ISO 14001. You may be able to use the logo and brands of standards to help promote your achievements.
• Include environmental achievements in business reports, such as those issued to shareholders. You should also include this information when bidding for new contracts. Large businesses and public sector organisations in particular are increasingly looking for contractors that take environmental issues seriously.
• Get involved with your local community, such as by helping to raise awareness of a particular environmental issue.

Make sure you can support your marketing claims or you may run into problems, for example from the Northern Ireland Trading Standards Service or the Advertising Standards Authority.

Environmental or 'green' claims are a way of providing environmental information about a product. Your business may want to make a claim about an environmental aspect of your product, component, product packaging, literature or advertising. Examples of environmental claims include '100 per cent recycled' and 'CFC-free'.

Should I make an environmental claim or not?

First, it is important to establish whether there are any specific legal requirements that require you to communicate environmental information. However, this does not stop you making additional self-declared environmental claims. If you're not sure about legal requirements, you should contact the Northern Ireland Trading Standards Service.

If you make claims about your products or services, you must ensure these are accurate to avoid falling foul of trading standards or the Advertising Standards Authority (ASA). The ASA can take action against false or misleading claims.

For any claim to be credible, you should make sure that you can back it up - otherwise you may do your business' reputation more harm than good. The claim should not lead customers to believe that your overall environmental performance is reputable based on one - or an unreasonably narrow - set of attributes.

Make an effective environmental claim

If you want to make an effective 'self-declared' environmental claim you should follow some basic rules.

You should ensure the content of your claim is relevant and reflects a genuine benefit by:

• considering the full environmental impact of your product, service or organisation
• checking the claim is relevant to those environmental impacts, or your business and consumer interests
• checking the claim reflects an additional benefit to the environment beyond what is already happening in the market or what is required by legislation
• ensuring any comparisons made to other products on the market are fair, with the basis for comparison clearly stated on the claim

When you present your claim, you should ensure that:

• it is presented in a truthful and accurate way that would not mislead consumers
• the scope and boundaries of the claim are clear, it uses plain language that is specific and unambiguous
• relevant supporting information is clearly presented and not buried in 'small print'

You may want to use a logo or picture on your product to present your claim, eg the recyclability logo (called the Mobius loop). However, you should make sure that its meaning is clear and relevant - the overall effect of the wording and imagery should be clear and not misleading.

To ensure your claim is accurate and can be readily substantiated, you should:

• be able to back up your claim, eg keep any documentation and evidence
• reassess and update the claim as necessary
• base it on the best agreed standards available
• ensure any claims about aspirations of future performance are also supported with evidence and action
• retain information used to substantiate a claim so that it can be made available upon reasonable request

You can find practical guidance on how to make a good environmental claim.

Environmental or 'green' labels give information about the environmental aspects of a product or service. You can use them to highlight a special feature of a product and to differentiate it from your competition. For smaller businesses, this can help you compete against larger organisations by targeting environmentally-aware customers with niche products or services.

Mandatory labelling schemes

Some types of product, such as new household white goods, are legally required to display labels giving details about their energy efficiency.

If you are unsure whether there are any specific labelling schemes for your type of business, contact your trade association for advice.

Voluntary labelling schemes

There are voluntary environmental labelling schemes for almost every type of product, from paper to paints and from cut flowers to cutlery. There are also different kinds of labels covering different issues - eg the Forestry Stewardship Council label on wooden products or the Organic label on food products.

Choosing a labelling scheme

When considering which environmental labelling scheme to join, you should consider the:

• needs and environmental specifications of your major purchasers
• places your product sell
• sales potential of the label
• public recognition of the label
• label's promotional strategy
• standards, credibility and reputation of the label
• potential costs of applying
• rules of the scheme

To get the most out of an environmental label, you should make sure that all your products display it, and explain what it means. You can either do this on the product itself, in the product advertising, or both.

By becoming certified to an environmental standard you can demonstrate to customers and other stakeholders that you take the environmental performance of your business seriously.

You may be able to use a logo on packaging and marketing materials to promote the fact that you are certified to an environmental standard.

What is an environmental standard?

A standard is a technical document that describes an agreed, recognised way of doing something. The most well-known environmental standards are those that relate to setting up environmental management systems (EMS), such as the international standard ISO 14001 or the European Eco-Management and Audit Scheme (EMAS).

Smaller businesses and those that want to take a slower, step-by-step approach can use BS 8555, which leads to credit and recognition after each of six steps. Completing the sixth stage leads to ISO 14001 certification.

It is now also possible to assess the carbon credentials of your products against the PAS 2050 product carbon footprint standard. PAS 2050 will help you assess the greenhouse gas emissions generated by your products through their lifecycle. It will also help you identify where there is room for improvement and can help customers make more informed purchasing decisions.

Why should my business have an environmental standard?

EMAS requires organisations to produce an environmental report about their performance. You can use this report, which is validated by an accredited verifier, to assure customers, investors and other stakeholders that the information you provide is reliable and has been checked by an accredited third party.

Some organisations, particularly those in the public sector and large businesses, are increasingly using environmental criteria in their tendering process. Being certified to a standard will increase the chance of your business winning these tenders.

If you gain certification to a standard, maximise the publicity by letting the local and trade press know.

For more information on EMS standards, see environmental management systems (EMS) - the basics.

Large private businesses and public companies are required to report to investors on how environmental issues affect profitability.

Advantages of environmental reporting

While it is not a requirement for smaller businesses, reporting on environmental performance is good practice. It could benefit your business by:

• setting out and measuring its environmental impact
• impressing the firms' stakeholders
• making the business more attractive to suppliers who prefer to work with partners with good environmental credentials
• attracting new customers
• attracting new employees and retaining current staff

You could set key performance indicators (KPIs) to help you monitor your environmental impact and performance. KPIs provide business units, departments and individuals with clearly defined targets and benchmarks.

A manufacturing business, for example, might decide to make levels of solvent emissions one of its KPIs. It would then record, benchmark and report this KPI in its environmental report. By analysing its performance against this KPI, the business could potentially see ways to improve its environmental impact by changing to less environmentally-damaging substances or processes. This, in turn, could attract new buyers for its products.

Looking at the environmental reports of your suppliers can also help you assess the environmental impact of your supply chain.

Many business awards recognise commitment to the environmental agenda. There are several reasons to consider entering an environmental award:

• The award organisers will usually make an award logo available which shortlisted entrants and winners can apply to their product packaging or marketing activities.
• Winners and nominated businesses usually get publicity from media coverage generated by the awards.
• Winners and nominees can also generate their own publicity around the awards by letting local and trade press know about their success
• Some awards may come with a prize attached or funding to help you implement your environmental plans.

Where to find environmental awards

There are many awards programmes that focus specifically on the environment but there may also be specific awards for your business sector, such as those run by the trade press or trade associations that include an environmental category. Local or regional business awards may also have relevant categories.

To find out about awards relevant to your type of business, you could try contacting your trade association.

Business in the Community run annual awards for responsible businesses in Northern Ireland.

Because there are so many awards it is best to look at the entry criteria and select those that are most relevant to your business before entering.

Your business can benefit from working with your local community on environmental matters in a number of ways. You can, for example:

• boost local awareness of your business
• raise awareness of your environmental credentials
• attract customers with environmental concerns
• attract new employees from the local vicinity who admire your environmental policies

The options for community involvement are wide ranging and will depend on your business activities and resources. You could consider, for example:

• launching a local campaign to get more people to use their bikes instead of cars
• getting staff to lead a sponsored litter pick wearing company t-shirts
• giving some of your environmentally-friendly products to local schools and charities

You might be able to offer a by-product from the manufacturing of your product to a local organisation that could make use of it. A printing business, for example, might have waste paper that it could give to local playgroups for drawing.

There may be environmental charities that operate in Northern Ireland that you could sponsor or a cause related to your product or service that you could partner with or support.

You could also encourage employees to think of ways to get involved with the local community in ways that benefit the environment and raise awareness of your business. This could also boost employee morale and help them develop additional skills.

Businesses that are good investors in Northern Ireland can gain recognition through awards by organisations such as Business in the Community Northern Ireland.

When telling your customers about your environmental achievements, you should take care not to undo your good work by using the wrong print products to spread the message.

'Green print' can help reduce your business' carbon footprint, lead to innovation in the supply chain and save money through improved resource efficiency.

Choosing a green printer

When looking for an environmentally friendly printing company, it may help to think about the following questions:

• Do they have a certified environmental management system?
• Can the printer back up any environmental claims it makes with credible evidence?
• Do they have an environmental improvement programme?
• Do they have a track record of improvements in environmental performance?
• Are they able to print on recycled and sustainably sourced papers?
• Can they help your business reduce its environmental impact by suggesting products and print options with less environmental impact?

Developing greener print products

The way you commission and develop your print materials can influence the impact of a specific piece of print, for example:

• Product design - always ask for the advice of the printer on the design of the product to minimise waste in the production process, eg using non-standard product sizes can increase trim waste.
• Choice of paper - your printer should be able to advise you on the choice of a recycled paper or one from certified sustainable sources.
• Waste in the supply chain - over-ordering print products, or ordering before final numbers are confirmed, could increase waste.
• End-user behaviour - encourage your customers to recycle the print products when they have finished with it.

Alternatives to physical print

Print on demand, paperless or web-based solutions may mean that you can greatly reduce the impact of your print marketing.

Make sure that you evaluate the environmental impact of alternatives, as some may have a higher impact than physical print.

Improving and communicating environmental performance can help build confidence in your customers about the commitment of a brand to environmental improvement.

There are several things you can do to make existing and potential customers and other stakeholders aware of the environmental improvements of your business, its products and services.

• Have an environmental policy  - this helps your business to focus on the main environmental issues you need to communicate. Developing internal communications in support of this strategy will help you develop credible communications and avoid messages that may misrepresent your achievements.
• Improve your packaging or labelling to highlight your environmental credentials. This is a legal requirement for some types of product such as white goods. Consider the use of third-party verified logos.
• Become certified to an environmental standard such as ISO 14001. You may be able to use the logo and brands of standards to help promote your achievements.
• Include environmental achievements in business reports, such as those issued to shareholders. You should also include this information when bidding for new contracts. Large businesses and public sector organisations in particular are increasingly looking for contractors that take environmental issues seriously.
• Get involved with your local community, such as by helping to raise awareness of a particular environmental issue.

Make sure you can support your marketing claims or you may run into problems, for example from the Northern Ireland Trading Standards Service or the Advertising Standards Authority.

Environmental or 'green' claims are a way of providing environmental information about a product. Your business may want to make a claim about an environmental aspect of your product, component, product packaging, literature or advertising. Examples of environmental claims include '100 per cent recycled' and 'CFC-free'.

Should I make an environmental claim or not?

First, it is important to establish whether there are any specific legal requirements that require you to communicate environmental information. However, this does not stop you making additional self-declared environmental claims. If you're not sure about legal requirements, you should contact the Northern Ireland Trading Standards Service.

If you make claims about your products or services, you must ensure these are accurate to avoid falling foul of trading standards or the Advertising Standards Authority (ASA). The ASA can take action against false or misleading claims.

For any claim to be credible, you should make sure that you can back it up - otherwise you may do your business' reputation more harm than good. The claim should not lead customers to believe that your overall environmental performance is reputable based on one - or an unreasonably narrow - set of attributes.

Make an effective environmental claim

If you want to make an effective 'self-declared' environmental claim you should follow some basic rules.

You should ensure the content of your claim is relevant and reflects a genuine benefit by:

• considering the full environmental impact of your product, service or organisation
• checking the claim is relevant to those environmental impacts, or your business and consumer interests
• checking the claim reflects an additional benefit to the environment beyond what is already happening in the market or what is required by legislation
• ensuring any comparisons made to other products on the market are fair, with the basis for comparison clearly stated on the claim

When you present your claim, you should ensure that:

• it is presented in a truthful and accurate way that would not mislead consumers
• the scope and boundaries of the claim are clear, it uses plain language that is specific and unambiguous
• relevant supporting information is clearly presented and not buried in 'small print'

You may want to use a logo or picture on your product to present your claim, eg the recyclability logo (called the Mobius loop). However, you should make sure that its meaning is clear and relevant - the overall effect of the wording and imagery should be clear and not misleading.

To ensure your claim is accurate and can be readily substantiated, you should:

• be able to back up your claim, eg keep any documentation and evidence
• reassess and update the claim as necessary
• base it on the best agreed standards available
• ensure any claims about aspirations of future performance are also supported with evidence and action
• retain information used to substantiate a claim so that it can be made available upon reasonable request

You can find practical guidance on how to make a good environmental claim.

Environmental or 'green' labels give information about the environmental aspects of a product or service. You can use them to highlight a special feature of a product and to differentiate it from your competition. For smaller businesses, this can help you compete against larger organisations by targeting environmentally-aware customers with niche products or services.

Mandatory labelling schemes

Some types of product, such as new household white goods, are legally required to display labels giving details about their energy efficiency.

If you are unsure whether there are any specific labelling schemes for your type of business, contact your trade association for advice.

Voluntary labelling schemes

There are voluntary environmental labelling schemes for almost every type of product, from paper to paints and from cut flowers to cutlery. There are also different kinds of labels covering different issues - eg the Forestry Stewardship Council label on wooden products or the Organic label on food products.

Choosing a labelling scheme

When considering which environmental labelling scheme to join, you should consider the:

• needs and environmental specifications of your major purchasers
• places your product sell
• sales potential of the label
• public recognition of the label
• label's promotional strategy
• standards, credibility and reputation of the label
• potential costs of applying
• rules of the scheme

To get the most out of an environmental label, you should make sure that all your products display it, and explain what it means. You can either do this on the product itself, in the product advertising, or both.

By becoming certified to an environmental standard you can demonstrate to customers and other stakeholders that you take the environmental performance of your business seriously.

You may be able to use a logo on packaging and marketing materials to promote the fact that you are certified to an environmental standard.

What is an environmental standard?

A standard is a technical document that describes an agreed, recognised way of doing something. The most well-known environmental standards are those that relate to setting up environmental management systems (EMS), such as the international standard ISO 14001 or the European Eco-Management and Audit Scheme (EMAS).

Smaller businesses and those that want to take a slower, step-by-step approach can use BS 8555, which leads to credit and recognition after each of six steps. Completing the sixth stage leads to ISO 14001 certification.

It is now also possible to assess the carbon credentials of your products against the PAS 2050 product carbon footprint standard. PAS 2050 will help you assess the greenhouse gas emissions generated by your products through their lifecycle. It will also help you identify where there is room for improvement and can help customers make more informed purchasing decisions.

Why should my business have an environmental standard?

EMAS requires organisations to produce an environmental report about their performance. You can use this report, which is validated by an accredited verifier, to assure customers, investors and other stakeholders that the information you provide is reliable and has been checked by an accredited third party.

Some organisations, particularly those in the public sector and large businesses, are increasingly using environmental criteria in their tendering process. Being certified to a standard will increase the chance of your business winning these tenders.

If you gain certification to a standard, maximise the publicity by letting the local and trade press know.

For more information on EMS standards, see environmental management systems (EMS) - the basics.

Large private businesses and public companies are required to report to investors on how environmental issues affect profitability.

Advantages of environmental reporting

While it is not a requirement for smaller businesses, reporting on environmental performance is good practice. It could benefit your business by:

• setting out and measuring its environmental impact
• impressing the firms' stakeholders
• making the business more attractive to suppliers who prefer to work with partners with good environmental credentials
• attracting new customers
• attracting new employees and retaining current staff

You could set key performance indicators (KPIs) to help you monitor your environmental impact and performance. KPIs provide business units, departments and individuals with clearly defined targets and benchmarks.

A manufacturing business, for example, might decide to make levels of solvent emissions one of its KPIs. It would then record, benchmark and report this KPI in its environmental report. By analysing its performance against this KPI, the business could potentially see ways to improve its environmental impact by changing to less environmentally-damaging substances or processes. This, in turn, could attract new buyers for its products.

Looking at the environmental reports of your suppliers can also help you assess the environmental impact of your supply chain.

Many business awards recognise commitment to the environmental agenda. There are several reasons to consider entering an environmental award:

• The award organisers will usually make an award logo available which shortlisted entrants and winners can apply to their product packaging or marketing activities.
• Winners and nominated businesses usually get publicity from media coverage generated by the awards.
• Winners and nominees can also generate their own publicity around the awards by letting local and trade press know about their success
• Some awards may come with a prize attached or funding to help you implement your environmental plans.

Where to find environmental awards

There are many awards programmes that focus specifically on the environment but there may also be specific awards for your business sector, such as those run by the trade press or trade associations that include an environmental category. Local or regional business awards may also have relevant categories.

To find out about awards relevant to your type of business, you could try contacting your trade association.

Business in the Community run annual awards for responsible businesses in Northern Ireland.

Because there are so many awards it is best to look at the entry criteria and select those that are most relevant to your business before entering.

Your business can benefit from working with your local community on environmental matters in a number of ways. You can, for example:

• boost local awareness of your business
• raise awareness of your environmental credentials
• attract customers with environmental concerns
• attract new employees from the local vicinity who admire your environmental policies

The options for community involvement are wide ranging and will depend on your business activities and resources. You could consider, for example:

• launching a local campaign to get more people to use their bikes instead of cars
• getting staff to lead a sponsored litter pick wearing company t-shirts
• giving some of your environmentally-friendly products to local schools and charities

You might be able to offer a by-product from the manufacturing of your product to a local organisation that could make use of it. A printing business, for example, might have waste paper that it could give to local playgroups for drawing.

There may be environmental charities that operate in Northern Ireland that you could sponsor or a cause related to your product or service that you could partner with or support.

You could also encourage employees to think of ways to get involved with the local community in ways that benefit the environment and raise awareness of your business. This could also boost employee morale and help them develop additional skills.

Businesses that are good investors in Northern Ireland can gain recognition through awards by organisations such as Business in the Community Northern Ireland.

When telling your customers about your environmental achievements, you should take care not to undo your good work by using the wrong print products to spread the message.

'Green print' can help reduce your business' carbon footprint, lead to innovation in the supply chain and save money through improved resource efficiency.

Choosing a green printer

When looking for an environmentally friendly printing company, it may help to think about the following questions:

• Do they have a certified environmental management system?
• Can the printer back up any environmental claims it makes with credible evidence?
• Do they have an environmental improvement programme?
• Do they have a track record of improvements in environmental performance?
• Are they able to print on recycled and sustainably sourced papers?
• Can they help your business reduce its environmental impact by suggesting products and print options with less environmental impact?

Developing greener print products

The way you commission and develop your print materials can influence the impact of a specific piece of print, for example:

• Product design - always ask for the advice of the printer on the design of the product to minimise waste in the production process, eg using non-standard product sizes can increase trim waste.
• Choice of paper - your printer should be able to advise you on the choice of a recycled paper or one from certified sustainable sources.
• Waste in the supply chain - over-ordering print products, or ordering before final numbers are confirmed, could increase waste.
• End-user behaviour - encourage your customers to recycle the print products when they have finished with it.

Alternatives to physical print

Print on demand, paperless or web-based solutions may mean that you can greatly reduce the impact of your print marketing.

Make sure that you evaluate the environmental impact of alternatives, as some may have a higher impact than physical print.