Brand marketing business Wild Thang is a Liverpool city region leader when it comes to slashing CO2 emissions but warns other firms may not be as eco-friendly as they claim. Tony McDonough reports

Brand clothing, merchandise and print specialist Wild Thang is a leader in both Liverpool city region and within its own industry when it comes to cutting emissions.

Over the past couple of years Bootle-based Wild Thang doesn’t just claim to have slashed its CO2 emissions by almost 3,000 tonnes, it can offer tangible evidence and independent verification.

But Carrie Dwerryhouse, ESG manager at Wild Thang, warns that a degree of scepticism is needed when it comes to assessing the claims of companies and organisations who brandish their green credentials.

“Greenwashing occurs when a company invests more in marketing their sustainability efforts than in making tangible changes,” Carrie explained.

And her concerns are backed by both the United Nations (UN) and the UK Government which have issued guidance about the risks of greenwashing. The UN says: “Greenwashing undermines credible efforts to reduce emissions and address the climate crisis.

“Through deceptive marketing and false claims of sustainability, greenwashing misleads consumers, investors, and the public, hampering the trust, ambition, and action needed to bring about global change and secure a sustainable planet.”

It identifies some of the ways greenwashing can manifest. They include vague claims of CO2 reduction when no credible plan is in place, using hard-to-define labels such as ‘green’ or ‘eco-friendly’ or implying a minor action has a major impact.

In late 2024 the UK’s Competition and Markets Authority (CMA) issued a practical compliance guide aimed, in particular, at the fashion industry and advised 17 fashion brands to review their green claims in light of the guidance.

Two lawyers at Liverpool law firm Hill Dickinson – Simon Boschat and Oliver Hart – looked at this new guide and published their own report. It reads: “As public demand for more sustainable products grows, many companies are keen to highlight their eco-friendly credentials.

“However, this has led to an increase in vague, misleading, or exaggerated environmental claims that can confuse consumers and undermine trust.”

They added: “Brands that make misleading or unsubstantiated environmental claims risk facing enforcement action, including investigations, fines, and negative publicity leading to reputational damage.”

Wild Thang provides branded materials to multiple blue-chip clients including McDonald’s, LFC, Vimto, Paddy Power and retail giant B&M.

During the pandemic Wild Thang committed to a £2m expansion of its Bootle headquarters as well as opening international operations in the Republic of Ireland and the US. In parallel with this investment the company launched its ‘sustainability pledge’.

In October 2023, Wild Thang installed 290 solar panels on the roof of its headquarters. They are already providing around 80% of its energy needs. And in May 2024 it submitted its application to become a B Corp certified company.

And, at the relaunch of its website in late 2024, the business took the opportunity to highlight its move to make its 19,000-strong product range, including clothing and a large range of other branded goods, as sustainable as possible.

Carrie added: “At Wild Thang, we are proud to lead by example in the branded clothing, merchandise and print industry.

“We are committed to living by our sustainability pledge. This includes being careful about how products are described. We think ‘eco-friendly’ is now inappropriate, as it is unclear which products and services are truly beneficial to creating a more sustainable future.

“There is a need in the industry for a true and honest description of sustainability, which is why we have transitioned to highlighting and listing more sustainable products as ‘Lower-Eco Impact”. We believe we are one of the first in our industry to make this change.”

In terms of independent verification Wild Thang has partnered with Liverpool based company consultancy 2030 Hub and Ecologi to get an accurate and credible measure of its progress.

READ MORE: Liverpool freight firm wins multiple new clients

READ MORE: Window-maker Warwick invests £1m to create jobs and boost output

“Our net zero and B-Corp certification ambitions demonstrate our commitment to a more responsible future, while our trusted supply partners help us maintain transparency across audited global supply chains,” said Carrie.

“Our Lower-Eco Impact product range, from FSC-certified materials to more sustainable promotional merchandise, ensures that our clients can make environmentally responsible choices without compromising on quality.

“We remain dedicated to avoiding greenwashing and maintaining the highest standards of transparency. By using ISO-certified processes and third-party verification such as Sedex-Smeta audit, we ensure that all sustainability claims are backed by credible data and governance.

“Our Mission is to simply deliver one world class solution that elevates branded clothing, merchandise and print through sustainable practices and ethical production ‘The Wild Thang Way’.”