LONDON, AUSTIN, EDINBURGH - June 6, 2022 -- TV presenter Ben Fogle will join Amy Williams, CEO of ads for good platform Good-Loop to discuss the dangers of greenwashing at Cannes Lions next month.

With eight out of 10 consumers claiming sustainable practices and commitments are an important consideration when making purchase decisions (source: BBC), companies are coming under increasing pressure to prove they are as green as they say they are.

Passionate environmentalist Fogle will join a special event held at the annual advertising festival on Tuesday, June 21 to talk about how we can stop the brand BS and turn it into real action that's positive for the planet.

Source: John Lewis

The discussion, titled "Pretty Green Lies" will take place at the Contagious Villa (just a 10-minute walk from the Croisette), from 8.30-11am CET.

Fogle and Williams will be joined by Katrina Stirton Dodd, Editor at Large at Contagious, who is chairing the debate.

Good-Loop founder Williams said: "We've all seen the meaningless slogans - 'our mission is green', 'made from natural products', 'investing in tomorrow' - usually accompanied by some generic images of flowers blooming or some trees.

"But behind the exaggerated claims and PR fluff lies a serious problem. Greenwashing is a rising global threat that could seriously hinder the progress that's been made towards tackling the climate crisis. Our session at Cannes Lions, Pretty Green Lies, will tackle this serious issue head on, looking at what we can do to ensure brands are as good for the planet as they claim they are."

EVENT DETAILS

Discussion: "Pretty Green Lies" Breakfast event
Chair: Katrina Stirton Dodd - Editor at Large, Contagious
Speakers:
Amy Williams - Good Loop Founder and CEO.
Ben Fogle - Broadcaster, writer and adventurer, best known for his presenting roles on British TV.
Shakaila Forbes-Bell - a published Fashion Psychologist, and TV commentator and founder of 'Fashion is Psychology'.
Firdaous El Honsali - Global VP at Dove, Unilever.
When: Tuesday, June 21, 2022 - 8.30-11am CET
Where: The Contagious Villa, Villa Etorso, 1 Boulevard de Strasbourg, F-06400, Cannes

Good-Loop helps brands reduce the carbon footprint of their digital advertising. Solutions include:

• Green Ad Tag: Enables brands to measure and offset the carbon cost of their online campaigns in real-time. The tracking pixel is bought on a 'Tree-PM' model, which means for every thousand impressions served, Good-Loop will also plant one tree.
• Green Watermark: A free watermark that helps consumers identify which online ads are not contributing to global CO2 emissions.
• Carbon Calculator: A tool that helps brands and media agencies manually calculate the carbon footprint of their online ads.

Fogle has written nine Sunday Times best-selling books and is the United Nations' Patron of the Wilderness. He is also a WWF ambassador, a fellow of the Royal Geographical Society and the President of the Campaign for National Parks.

Click here to find out more.

About Good-Loop

Good-Loop is a purpose-powered ad tech platform that drives ad engagement by converting people's attention into donations to good causes around the world.

The company, which has offices in London and Edinburgh, is on a mission to make the connection between brands and consumers more meaningful by delivering respectful ads that bring real social impact, while also driving significant business and brand uplifts for advertisers.

The company has raised more than $5M for charities such as Save the Children, WaterAid and GOSH. Clients include Unilever, Nestlé, Levi's, Bose and H&M.

In February 2022, the company closed a Series A funding round of $6.1M, led by New York-based investment fund, Quaestus Capital Management (QCM), with additional backing from Scottish Enterprise, impact investor SIS Ventures and European ad tech fund First Party Capital, bringing total investment into the ad tech for good platform to $8.2M (£6m) since it was formed in 2016.