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5 WAYS TO AVOID GREENWASHING AND CREATE A VALUABLE BRAND

by Mia NegruNov 17, 2020Branding2 comments

← Climate Change Action In Organisations Black Friday and The Perfect
Consumerism Trap →

GREENWASHING: WHAT IS IT?

There is no doubt in the favorability of green products on the market compared
to their conventional competitors. In fact, 66% of global consumers are willing
to pay more for sustainable goods. More than ever before, consumers are
considering buying muted earth-tone products that claim to be ‘organic’,
‘eco-friendly’, ‘green’, or ‘sustainable’. This successful advertising ploy does
not always accurately represent what the company stands for, and “greenwashes”
the product. Greenwashing ultimately convinces consumers they are making a
favoured choice. It is due to false or misleading advertisements that promote
non-existing sustainability assets.

One of the most common types of greenwashing takes place when companies with
typically unsustainable practices highlight an environmental effort they made in
an attempt to shape consumers’ perception. However, their use of greenwashing
does not represent the inherent values of the company.

An example of the clear manifestation of greenwashing taking place in the Dawn,
an American dishwashing soap company ad campaign. Due to the many chemicals and
artificial scents used in their cleaning products, Dawn products are far from
sustainable. Yet the company has carried out multiple ad campaigns and
commercials depicting workers helping animals impacted by oil spills. In
addition, they emphasized the donations they have made for the cause of wildlife
on their website and on their products, claiming “Dawn helps save wildlife”. The
company might have donated towards an environmental cause, which is impressive.
However, as a business, they are producing a very unsustainable product that
counteracts the virtuous act of giving back.

Customers often fall for “green” products unaware of what the product includes
or in what packaging it comes.
Table of Contents
* Misleading labels
* Why is it bad?
* 5 Ways to avoid greenwashing
* Research
* Strategically act upon it
* Receive feedback
* Involve stakeholders
* Be honest
* Where should companies start?

MISLEADING LABELS

Often “green packaging” is another way to create a false portrayal of what a
producer is selling. Companies that make vague claims are not backed up with
clear evidence that can also fall victim to greenwashing their product. For
example, labeling something as “eco-friendly” without providing additional
information that supports the claim, and taking advantage of eco-advertising.
Advertisements are a very typical medium in which greenwashing manifests.
Companies exploit the use of beautiful landscapes, sustainable vocabulary, and
green symbols as a strategy of distracting from the actual impact they are
making. The fabrication of an environmentally friendly discourse can carry a
company far in terms of venture.

WHY IS IT BAD?

Companies use greenwashing to create a trusting bond between the product and the
consumer. It is problematic not only because companies are profiting off of
sustainability without actually being sustainable, but consumers may continue to
engage in unsustainable habits without even realizing it. Instead of
capitalizing on sustainable marketing influence, companies should be showcasing
their green claims because they are proud of their achievements and actually
care about the environment. It is also an issue because false advertising tricks
the consumer. The less trust established between the company and the consumer,
the less likely they are to become a returning customer who believes in the
product. With honesty comes trust – increasing the likelihood that consumers
will recommend the brand to others thus boost demand.

5 WAYS TO AVOID GREENWASHING

Greenwashing can occur without even realizing how you are marketing your
product. So how can you avoid greenwashing in your business? Here are 5
suggestions for companies to avoid becoming part of the issue.

RESEARCH

The best way to avoid deception is to educate yourself and the company to avoid
falling into the trap of greenwashing. As a consumer, look past the pretty
packaging and find out more about a company’s production ethics. As a company,
reflect on how accurate the sustainability claims are.

STRATEGICALLY ACT UPON IT

Developing an SDG strategy is key in taking action in making your business more
sustainable. Following the guidelines of the framework and actively
incorporating the goals into the strategic goals of the organisation gives
authenticity to sustainable practices and transparency in communication. The SDG
Impact Play helps companies to develop their strategies. Moreover, it helps to
advance the one they already have to make it more effective and align the
employees with the new strategy.

RECEIVE FEEDBACK

Opening up a line of communication with customers is one way of gaining
awareness of how the brand’s claims are satisfying the consumers. Receiving
feedback is extremely valuable. Above all, it enables gaining an outsider’s
perspective on how a product is perceived.

INVOLVE STAKEHOLDERS

It can be difficult to have control over all the working facets of a company.
From suppliers to investors, people’s priorities can differ which can result in
a variety of sustainable values. However, the more people who are a part of your
SDG strategy, the more impactful it will be.

BE HONEST

Compensating with one sustainable act for many other unsustainable practices is
not a solution. People value honesty, and honesty follows trust, further gaining
loyal customers. Without transparency, customers are less likely to develop
trust in the green claims of a company. Therefore, make facts clear and
accessible rather than vague and out of context. And if you do not manage to be
100% in the desired all-around sustainability, it is better to acknowledge the
problem areas and underline the ways you work to tackle them. Customer empathy
will overcome that and they will admire your courage and the new direction.

WHERE SHOULD COMPANIES START?

By reflecting on the company’s current practices, identify the ways in which
sustainability is currently discussed and utilized within your company. The next
step is taking accountability and understanding the existing faults of the
company. By further understanding the impacts of greenwashing on both the
company and the consumer, you can avoid it and potentially improve the
trustworthiness of your company. The reality of a company’s sustainability
strategy must be actively focused on and prioritized in order to attain success
and not fall into the breach of greenwashing.

> “Strive not to be a success, but rather to be of value.” – Albert Einstein

“Greenwashing” also refers to fashion companies claiming that their products are
environmentally friendly, when often they are not.

2 COMMENTS

1. Prakati on November 19, 2020 at 13:19

Would like to share this article on our platform. Would you be interested in
writing a guest post & sharing such useful information on our platform.

2. indrani dhar on January 11, 2022 at 13:55

nice post

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