Greenwashing or “False Marketing”? How not to fool consumers
- gabrielakvisionfac
- 4 hours ago
- 2 min read
Author: Lorenzo D’Amore
Have you ever seen a brand that tells you it is ‘green’, but actually isn’t? This new ‘strategy’ is called greenwashing and is becoming more and more recurrent within corporate strategy, especially now that the issue of sustainability has become a top priority for consumers worldwide. Through this article, you will learn how to recognise greenwashing and analyse which brands are best at engaging with consumers in order to safeguard the planet.
Why is greenwashing important?
a company that greenwashes, diverts potential customers who would like to make sustainability-oriented choices, leading to a general distrust in the global market.
Companies that genuinely move to actively promote the concept of sustainability may find themselves at a disadvantage compared to those who decide to implement these green strategies for marketing purposes or to influence customers.
This strategy of greenwashing could slow down sustainability-oriented initiatives, since these funds do not achieve ecological goals.
With the implementation of this ‘false’ sustainability strategy, consumers began to inform themselves about the environmental policies of companies, attempting to realise a marketplace of clarity and awareness.
A company that implements greenwashing practices can face legal consequences by failing to comply with transparency and sustainability laws.
How do you avoid Greenwashing?
You need to demonstrate that your strategies are geared towards sustainability, i.e. aligning your values with your goals.
you need to obtain sustainability certifications, which, although expensive, not only strengthen your commitment but also gain more trust from your customers.
You need to start being transparent with your customers, clearly communicating progress and areas for improvement. How? By explaining and illustrating your use of plastic and your goal to eliminate it.
adopting a sustainability-oriented strategy involves the entire organisation. It is therefore important to train staff on the company’s objectives and how to pursue them.
A company must also listen to its stakeholders, i.e. customers, suppliers and employees. They may in fact provide you with good ideas for improving some sustainable strategies.
How can you be more sustainable immediately?
You must try to digitise certain processes, such as replacing paper tickets with digital ones.
You have to make sure that your employees and suppliers share the same sustainability-oriented values as you do. It is easier to pursue a goal if you all believe in the same objective.
Try to create a plan, setting clear goals on how to reduce emissions by 20 per cent in one year and monitor progress.
Be clear about your company’s sustainable progress. Also try to understand which areas you can improve on by being transparent with stakeholders. Honesty always leads to trust.
Now it is your turn. The most important thing is to start on this sustainability-oriented path. Customers do not want perfection, they want authenticity.