Research by the European Commission in 2021 found 42 per cent of green claims made by businesses online were exaggerated, false or deceptive
Déjà Leonard is a copywriter and freelance journalist based in Calgary.
She owns an Indigenous lifestyle brand that produces an array of apparel, jewellery, home decor, fine art and wellness products. The business also gives back to non-profits supporting the Indigenous community and helps educate customers about the culture through its products. But there is an upside. Ms. Brillion said having an eco-friendly business can bring in more customers because people care about what type of companies they are buying from.
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