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THE WASH UP: What the ACCC Guidelines & Greenwashing means for your business

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THE WASH UP - Greenwashing and the ACCC
Brought to you by B Local Northern Rivers 

In July the Australian Competition & Consumer Commissions (ACCC) published draft guidance to improve the integrity of environmental and sustainability claims made by businesses and protect consumers from ‘greenwashing’. The draft guidance aims to address the concerning conduct identified by the ACCC’s recent greenwashing internet sweep, which found 57 per cent of businesses reviewed were making potentially misleading environmental claims.

“As consumers become more environmentally conscious, businesses need to be honest and transparent when making environmental or sustainability claims so consumers are not being misled,” ACCC Chair Gina Cass-Gottlieb said.

Join us at Crystalbrook Byron for a panel on the ACC guidelines might effect you, especially as a purpose-driven or B Corp business. 

Our Moderator & Panellists:

Emma Rolley, Senior Legal Counsel SPELL.

Emma Rolley is a senior lawyer, working in-house in General Commercial law, predominately in Intellectual Property (trademarks) / IT, consumer protection, and marketing law since her early days in Brisbane and Melbourne at King Wood Mallesons (KWM) in the Competition Law group advising on ACCC matters. Since 2018, Emma has worked part-time as Senior Legal Counsel at SPELL, a successful fashion label start-up in Byron Bay. More recently this year, Emma has started at LUNA Start-Up Studio, in their Amplify Team, advising start-ups in launching and scaling their business in relation to general commercial matters and intellectual property. Emma has been on the sustainability journey with SPELL over the past 5 years, most recently supporting Spell with their ECG matters in becoming an accredited B Corp in June 2023. 

Pascale Rocher, Area Director of Marketing from Crystalbrook.
Pascale Rocher is an accomplished marketing professional with 15+ years of experience in luxury hotels and tourism. As the Area Director of Marketing for Crystalbrook(s) Byron and Vincent, Pascale is a driving force in sustainable hospitality. Recognized as Marketing Talent of the Year at the 2023 NSW Accommodation Awards for Excellence, she is working to pave the way for innovative and responsible luxury.

Luke Dean-Weymark, Co-Director at Compass Studio.
Luke is the Co-Founder and Director of Compass Studio: an independent PR & Digital Marketing agency for world-bettering brands. Before founding Compass Studio, Luke spent over a decade immersed in the local and international PR landscape specialising in the outdoor and adventure market and holds a degree in Environmental Science and Coastal Management. His experience and passion find their expression in Compass Studio’s mission to amplify the impact of their portfolio companies. He and his business partner Natalie believe in the power of the collective – as a result of which, Compass Studio is Australia’s leading agency for environmental, sustainable and adventure-led brands. Luke is a subject-matter expert on how PR & Marketing can impact the preservation of the natural world, speaking regularly as an authority on the topic.

Moderator - Pru Chapman, Founder at The Owners Collective
Pru Chapman knows good business. As the founder of Owners Collective (B Corp) she has helped over 15,000 founders launch, leverage, and lead their businesses. She's passionate about using business as a force for good and her podcast One Wild Ride showcases forward-thinking founders who place people and planet on equal footing with profit and projections. She has both interviewed and worked with leading purpose-driven brands including Patagonia, Thankyou, Who Gives A Crap, Koala, TOM Organic, Xero, Sendle, Afends and many more. Off duty she loves nothing more than a spacious hike deep in the forest.


4:30 - 5:30pm | Arrivals, drinks & nibbles in the Garden Bar

5:30pm - 6:15pm | Plenary/panel in the theatre

6:15pm - onwards | Networking, drinks and nibbles on the Rainforest Verandah


Drinks will be provided by Stone & Wood, Brookie's and Heaps Normal, and the beautiful space and service by Crystalbrook. A big thanks for panellists and our event sponsors for helping bring the B Local community together.

To better business,
Ally, Dan and Jahdon
B Local NR Team

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