Meat And Dairy Use ‘Tobacco Tactics’ To Market Products, Report Finds

A new report reveals that big meat and dairy companies are using misleading marketing tactics to greenwash their practices, spending more on advertising than on pursuing real climate solutions. Working with PR consultants who have helped oil and tobacco companies, these companies are targeting younger audiences with misleading campaigns to distract from their lack of climate action. This tactic, borrowed from Big Oil and Big Tobacco, includes using influencers and social media marketing to paint a "natural, climate-friendly, healthy" image of their products.

Companies such as Fonterra, Nestlé, and Arla are found to spend more money on advertising than on research and development for sustainability. Despite some efforts to reach net zero emissions, the focus remains on marketing strategies to boost their reputation among increasingly plant-based consuming Gen Z audience. Some regulators and lawmakers are beginning to crack down on greenwashing, with fines being imposed on companies for misleading environmental claims and legal action taken against those spreading misinformation about sustainability practices.