How to talk about sustainability without greenwashing
When it comes to sustainability, good intentions are everywhere. But with companies increasingly being called out for greenwashing — the practice of making a product or a business seem more eco-friendly than it really is — cynicism is rife.
Are these 'eco-friendly' straws actually recyclable?
Was this side table made with illegally sourced wood?
Was the material for this 'ocean-plastic' bottle really pulled from the water?
Unfortunately, greenwashing is nothing new, it's been around since the 1980s. And it's more pervasive than you might expect. A recent report by the European Commission found that 42% of online green claims are exaggerated, false or deceptive. And the number of ads banned for greenwashing in the UK has tripled in the last year.
Too often companies lead with communications, rather than leading with action and then communicating what they're doing.
At The Content Engine, we pride ourselves on working with companies that truly want to make the world a better place. Here's how to be one of them.
Be crystal clear
It's important your audience understands why your brand is 'green'.
Don't throw words like 'sustainable' or 'conscious' around for the sake of it. Always ask if and why you can make that claim. And make sure your audience understands the reasons too.
The fashion industry has been called out for a lack of transparency in the past. H&M, for example, has been scolded by the Norwegian competition watchdog for being "misleading" when claiming its Conscious Collection was more eco-friendly than its other wares.
Be honest
Younger generations' identities are intricately linked with the brands they buy. Because of this, they want to be sure those brands are on the same page as them. And if a business isn't quite there yet, they want to see it making a genuine effort to listen, learn and be better in the future.
Companies can't afford to be selective, as HSBC are learning. The bank will reportedly be called out by the Advertising Standards Agency for recent adverts that big up the company's green initiatives, while failing to mention its financing of firms that produce substantial emissions.
The bottom line? Be open about where your company is. Start a conversation about what people think you could be doing more of, or better. Ask some environmental organisations for advice. And then act on it.
If you haven't got anything real to say, stop talking
It's understandable for companies to want to be a part of the conversation, but it will backfire if it's just talk.
Too often, saying 'no' falls to comms teams, which can be uncomfortable. But the fallout could be way worse, as history has proven time and time again. And with the European Commission proposing a ban on greenwashing, it's more important than ever to get it right.
So stand your ground. And if your organisation doesn't have any real, genuine and verifiable claims to make about green credentials, don't make any.