Increasingly, consumers are supporting brands that align with their values, and according to one recent study, “among U.S. consumers, 69% agree businesses should communicate more about sustainability and social impact, according to new research from TriplePundit. That includes 75% of Gen Z and 74% of millennials who want to hear more.” As you might assume, many companies are trying to capture these consumers, which has led to an increase in what is called greenwashing. Greenwashing is the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service. I was on a sustainability panel discussion just yesterday that Lowcountry Local First and the Town of Mt. Pleasant put on called “Sustainability In Action” and someone in the audience had a question about greenwashing, so I referred them to the FTC Green Guides, which also reminded me of an article I read somewhere about the seven deadly sins of greenwashing. Here is my take on the 7 Deadly Sins of Greenwashing and how to avoid them:
1. The Sin of Vagueness
What it is: Companies often make broad, vague claims about their environmental practices without providing specifics. Terms like “eco-friendly,” “green,” or “sustainable” are frequently used without clear definitions or evidence to back them up.
Why it’s a sin: Vague claims can mislead consumers and dilute the meaning of genuine sustainability efforts. Without transparency, customers may struggle to differentiate between true sustainability and empty marketing jargon.
How to avoid it: Be specific in your claims. Provide clear, measurable information about your sustainability practices, such as the percentage of recycled materials used or the exact impact of your carbon offset programs.
2. The Sin of No Proof
What it is: This occurs when a company makes environmental claims without providing any evidence to support them. This could involve statements about reducing emissions, using recycled materials, or engaging in sustainable sourcing without any third-party verification or data.
Why it’s a sin: Consumers are becoming increasingly savvy and skeptical of unverified claims. A lack of proof can lead to accusations of greenwashing, harming your brand’s credibility.
How to avoid it: Ensure all environmental claims are backed by data, certifications, or third-party audits. Transparency is key; share your sustainability metrics and progress with your audience.
3. The Sin of Irrelevance
What it is: Making a true but irrelevant environmental claim to distract from a company’s overall environmental impact. For example, advertising that a product is “CFC-free” when CFCs are already banned by law.
Why it’s a sin: This tactic can mislead consumers by focusing on trivial aspects of sustainability while ignoring more significant environmental issues. It’s a distraction rather than a genuine commitment to sustainability.
How to avoid it: Focus on the most impactful aspects of your environmental efforts. Highlight initiatives that make a real difference, rather than relying on irrelevant claims to appear greener than you are.
4. The Sin of Fibbing
What it is: This involves making false environmental claims, such as stating that a product is certified by a sustainability standard when it is not or exaggerating the benefits of an eco-friendly initiative.
Why it’s a sin: Fibbing is the most blatant form of greenwashing and can lead to severe reputational damage, legal consequences, and loss of consumer trust.
How to avoid it: Honesty is non-negotiable. Never make a claim that cannot be substantiated. Regularly audit your marketing materials to ensure that all environmental claims are accurate and truthful.
5. The Sin of Hidden Trade-offs
What it is: Highlighting a single positive environmental attribute while ignoring or downplaying other negative aspects. For example, a product may be made from recycled materials but produced in a factory that heavily pollutes.
Why it’s a sin: This sin creates a misleading impression of the product’s overall environmental impact. Consumers may be led to believe a product is more sustainable than it actually is.
How to avoid it: Be transparent about all aspects of your product’s lifecycle. If there are areas where your environmental performance isn’t perfect, acknowledge them and outline your plans for improvement.
6. The Sin of Worshipping False Labels
What it is: Using fake labels or certifications to imply that a product has been vetted by a credible third party when it hasn’t. This can include creating in-house labels that mimic official certifications.
Why it’s a sin: False labeling is a serious breach of consumer trust and can lead to legal action, not to mention a damaged reputation.
How to avoid it: Only use reputable third-party certifications that align with your product and industry. If you’re developing in-house standards, be clear about their scope and limitations, and avoid mimicking established certification marks.
7. The Sin of Lesser Evil
What it is: Claiming that a product is more sustainable than other similar products, even though the entire category is environmentally harmful. For example, promoting a “green” cigarette brand.
Why it’s a sin: This tactic distracts from the fundamental issue that the product or category itself is problematic, regardless of any marginal environmental improvements.
How to avoid it: Reevaluate the products or services you’re promoting. If the entire category is harmful, consider how your business can innovate or shift toward more genuinely sustainable offerings.
Conclusion
I am willing to bet that you will continue to see more and more companies greenwash, and some may honestly not know they are doing it, which is why I reference the FTC Green Guides, which are supposed to be updated sometime this year. That said, I also think it’s important for companies to not be scared of greenwashing and to simply their best. At the end of the day, sustainability is really about companies becoming the best version of themselves, and not perfection, because there really is no such thing as a “sustainable” product or company because everything that has ever been made uses resources that are dwindling with an increase in global population, and a growing middle class. The best a company can do is be more sustainable, and as long as you are honest and transparent about your efforts, you can build trust and capture the growing number of conscious consumers.
If your company would like to learn how to measure and improve your sustainability performance, make the business case for sustainability, and credibly communicate your sustainability efforts, I am hosting a Sustainability Boot Camp in September Lowcountry Local First.
Email me at rcrawford@emergerstrategies.com for more information!
