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Legal professionals local weather motion group claims Z Power advertising and marketing is ‘greenwashing’

Z Energy has been accused of “greenwashing” in its marketing. (File photo)


Z Power has been accused of “greenwashing” in its advertising and marketing. (File photograph)

A legal professionals’ local weather motion group has taken the nation’s largest gasoline retailer Z Power to the Commerce Fee for “greenwashing” in its advertising and marketing.

Legal professionals For Local weather Motion NZ has made a grievance beneath the Honest Buying and selling Act, saying Z Power’s ‘Transferring With the Instances’ marketing campaign’, the place the petrol retailer claims it’s “getting out of the petrol enterprise” and positions itself as a part of the transition away from fossil fuels, is deceptive and irresponsible.

The local weather motion group is a registered charity of virtually 500 legal professionals, lecturers and regulation college students who goal to make use of the regulation to fight local weather change.

Group president Jenny Cooper mentioned Z Power’s marketing campaign was a part of a worldwide development the place fossil gasoline firms, which had been fuelling local weather change, had been attempting to spice up enterprise by portray themselves as a part of the answer once they weren’t. Greenwashing is an try and make a enterprise seem extra climate-friendly than it truly is.

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“The answer is to cease utilizing fossil fuels as quick as doable,” she mentioned.

“Z Power claims it’s on monitor to attaining its carbon discount targets and makes use of its biofuel manufacturing plant, electrical car chargers in petrol stations and turning into an electrical energy retailer as examples of it making massive modifications for the planet,” Cooper mentioned.

“The reality is, it has truly closed its biofuel manufacturing plant, by the tip of 2022 it’s going to solely have EV chargers in 14 of its 286 stations, and turning into an electrical energy retailer received’t have a lot of an affect on carbon emissions.”


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Cooper mentioned the gasoline Z Power bought created almost 10% of Aotearoa’s complete greenhouse fuel emissions, however Z Power didn’t depend emissions from this gasoline in its carbon discount targets.

Regardless of what its promoting claimed, Z Power had advised traders that it wasn’t assembly its carbon discount targets as shortly because it wish to, and that it doesn’t plan to scale back gasoline gross sales within the subsequent decade, or forecast them to fall both, she mentioned.

As an alternative, the corporate advised traders that it deliberate to ‘optimise its core enterprise’ – which was promoting gasoline, she mentioned.

“The corporate is placing on a climate-friendly entrance within the marketing campaign, deceptive prospects to suppose it’s OK for them to buy gasoline from them, due to the climate-friendly actions it’s taking.

“Alternatively, it’s telling traders that there’s a danger to shareholder worth by speeding into local weather motion, and its choice is to maintain its choices open for so long as ‘moderately doable’. This simply isn’t proper, and particularly not when the stakes are as excessive as having a secure planet to stay on or not,” she mentioned.

The Commerce Fee grievance mentioned that in an period when dramatic reductions in fossil gasoline consumption had been needed to forestall catastrophic local weather change, and when customers had been more and more making buying selections based mostly on emissions credentials, this type of promoting was “severely dangerous”.

Z Power “sees a advertising and marketing benefit in pretending that it’s doing all it will probably to make issues higher whereas on the identical time masking its important contribution to environmental disaster,” the grievance mentioned.

Cooper mentioned massive firms reminiscent of Z Power wanted to be held to account, and wanted to be trustworthy with what they had been truly promoting.

“Enjoying with the hearts and minds of customers who’re involved about local weather change and attempting to do the fitting factor for the planet is unethical and we need to see some sturdy motion taken,” she mentioned.

Z Power was taken over by Australian gasoline retailer Ampol in Could for just below $2 billion.

A spokesperson mentioned Z Power was not conscious a grievance of this nature has been filed.

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