The phrase “going green” has been thrown around a lot of times in recent years, and it wouldn’t be wrong to say that the world has hit peak green fatigue. The culprit for this? Greenwashing practices. Simply put, greenwashing represents a deceptive marketing tactic where marketers make unsubstantiated claims regarding the sustainable features of their service or product. Greenwashing is dangerous because it undermines businesses that implement sustainable brand practices to lower greenhouse gas emissions, making it difficult for conscious consumers to put their money only into eco-friendly goods as they would want to. Greenwashing has serious long-term consequences for businesses, such as a negative brand perception, which leads to a loss of customer loyalty, and legal action against misleading green advertisements.
Consumers can make claims that can lead to major damages running into millions for businesses – and that’s definitely not something your company would ever want to go through. To appeal to consumers and maintain a good reputation in your industry, it’s paramount to take a hard line on greenwashing, and in this blog, you will find precisely how to do that. Keep reading!
Establish realistic goals
Roughly 60% of ventures have implemented some sustainability initiative into their marketing plan but getting the targets you set right is of the utmost importance. In other words, you should keep the goals as realistic as possible because this will help you monitor them a lot easier and celebrate milestones. For example, you may take one step towards waste management by choosing among a range of machines designed for this purpose, but you’ll have to remember that it might take a little while until the benefits of implementing such sustainable practices become tangible. Or, you may decide to create a more sustainable marketing strategy through email efficiency and optimizing your website, reducing the frequency and size of digital ads, and shifting to eco-friendly tools.
When setting a realistic goal, you should consider the time frame necessary to achieve particular tasks and have a plan if some things don’t go as expected. Setting realistic goals won’t just look good to your consumers but will also help incentivize your team – a third of millennials have stated that they would put more time and effort into a job depending on the sustainability agenda of the employer.
Educate everyone about sustainability
Never underestimate the power of education when it comes to combating greenwashing. You can empower business leaders, consumers, and stakeholders by discussing the negative effects of greenwashing. According to research, about 60% of individuals would prefer products in sustainable packaging, but on the other hand, some people can’t even name a sustainable brand. This showcases a gap in the conscious consumer mindset, which translates into the perfect opportunity for companies to lead by raising awareness of environmental issues. There’s no need to mention that clear and transparent messaging is essential, as it allows you to build brand awareness while also promoting sustainable shopping among consumers. It’s also important to train your team in greenwashing tactics, and this will make a ton of difference in your company, promoting team accountability and driving further innovation to enhance sustainable initiatives.
Make sure to also raise awareness on sustainability among consumers by creating eco-conscious digital narratives that engage and inform them. Green content strategies are a key pillar of digital marketing when looking to combat greenwashing, and they involve sharing stories regarding sustainability initiatives or creating educational content on environmental issues.
Always be transparent
94% of customers are more likely to be loyal to transparent businesses, which means that it is in your best interest to stay authentic when it comes to your environmental commitments. Doing so will ensure that customers remain loyal to you and are more likely to recommend your business to others, which will ultimately help you gain more recognition. This means that you should be open about your sustainability progress even if your business hasn’t yet accomplished its ESG objectives.
Customers don’t want you to be perfect; they just want to see that you care and are always doing your best, no matter what, when it comes to reducing your carbon footprint. In fact, they will appreciate you more if you openly discuss your environmental shortcomings instead of selling them a false image.
Ensure your marketing claims are backed up by evidence
71% of consumers don’t trust that independent regulators verify businesses’ environmental claims. Besides, three-quarters of business leaders doubt that the ESG reporting of peers and competitors is genuine. This is why it’s essential to back up the claims your business makes with evidence, as it will help counter growing distrust regarding sustainability.
To this end, technology can be beneficial; for instance, with QR codes, you can show consumers testimonials you’ve collected from farmers who participate in the product manufacturing process. This will offer consumers peace of mind, as it will make your sustainability efforts look valid, thus helping you gain people’s trust and ensure they are directly engaging with your environmental impact’s source.
Avoid vague language
53% of green claims have been concluded to be too vague and unfounded. Vague language involves easily misinterpreted phrases, such as “planet friendly” or “green.” Vague marketing language is seen as greenwashing, leading to many companies being called out in the past. That’s what happened to H&M, for instance. In 2022, the company was sued because it misled customers into believing that its clothing line was environmentally responsible, but that wasn’t the case. The lawsuit against the company showed that H&M violated consumer protection laws because most of their clothing was still made from polyester and recycled plastic, which is harmful to the planet.
Whether intentional or not, vague language is something you should avoid because you could quickly come under fire for it. How can you do that? Well, you can use specific wording that highlights the actual impact and make clear statements that link to goals that can be measured, like lowering emissions by a specific percentage, for instance.
Consider getting third-party verifications
If you want to build consumer trust and protect your company from allegations of greenwashing, get a third-party verification from an organization such as FSC or B-Corp. These regulated bodies will check your efforts based on the existent frameworks, ensuring that your business meets environmental accountability standards. There are around 6,000 B-Corp-certified businesses, so why not join them and become trustworthy in the eyes of customers? Such a certification lets everyone know that your business has ticked specific boxes, helping validate environmental claims and enhancing customer support, thus guaranteeing that your business model is genuinely committed to sustainability and building a better world for everyone.
Remember, if you want to avoid greenwashing, it’s essential to adopt a mindful approach when it comes to your digital marketing strategies and how you operate your business, as this will help you make more eco-conscious decisions, ultimately increasing trust among customers.
The bottom line
Greenwashing is on the rise, but so is awareness of the long-term consequences of environmental impacts. Nowadays, consumers are becoming increasingly impatient with businesses that don’t take sustainability seriously, and regulators are also putting pressure on them to do so. This is why ventures can no longer afford to neglect sustainability; instead, they should embrace it and set an example in the business community.