GREENWASHING is rejected from the outset by consumers who feel deceived.
If your firm, brand or company isn’t taking environmentally friendly measures, don’t fake that commitment to the planet. Your followers won’t forgive you; they’ll feel betrayed and turn their backs on you for good.
Reality tells us that climate change, ocean pollution, sustainability, waste, biodiversity loss and so on have undoubtedly become A GLOBAL CONCERN.
We’re facing the most demanding audience ever. Brands are now being asked to respond to future environmental disaster with real action. A well-informed and concerned public believes that, while global warming is a serious threat to humanity, there’s still time to stop it. That’s why they feel they must seek out and support brands, products and services that are a hundred per cent committed to the environment.
This green marketing strategy, used by some firms to boost followers, visibility and sales, can backfire and end up seriously damaging their reputation and credibility. Simply using the colour green as a sales strategy to signal a genuine commitment to the environment NO LONGER WORKS.
Companies that promote this misleading practice end up being exposed for a lack of evidence or verifiable information backing up their planet-friendly claims. Vague claims, hiding other practices, using false labels and advertising certificates that don’t exist are all signs of companies trying to jump on the ‘SUSTAINABLE SELLS’ bandwagon.
At the other end of the scale, there are leading brands in sustainability whose steps are aimed at reaching net zero by 2050. For example,
Burberry, Mulberry and Stella McCartney, leading UK fashion houses, joined forces with the British Fashion Council and the GREAT campaign at the COP26 climate summit in Glasgow, Scotland, showing their commitment to the planet through fashion innovation.
In short, this fraudulent practice comes with very unpleasant consequences for anyone who decides to try it. Sustainable, eco-friendly and natural only sell if they’re real. After all, we’re drawn to a brand by its affinity, honesty and transparency.
