How to talk about your sustainability efforts without greenwashing

"Greenwashing" refers to misleading or exaggerated claims that a product, service, or brand is environmentally friendly or sustainable when it is not. Take a look at Greenwash for examples.

As more consumers become concerned about the planet, the temptation to engage in greenwashing has increased. However, authenticity and transparency are key for long-term success.

Consumers are savvy, well-informed, and often skeptical. According to a 2021 Cone/Porter Novelli study, 71% of consumers are more likely to trust a brand that is transparent about its sustainability efforts. False claims can break this trust and harm your brand image in the long run.

This guide will help you understand how to communicate your company's sustainability efforts without falling into the greenwashing trap.

Strategies for Authentic Sustainability Communication

1. Be Specific

Action: Avoid vague or generic claims like "eco-friendly" or "green" unless you can back them up with concrete data.

2. Use Credible Sources

Action: When making claims about sustainability, ensure you can back them up with data from trustworthy, and impartial sources.

3. Be Transparent about Progress and Challenges

Action: Openly share what you're doing well and where you need to improve. Customers respect honesty.

4. Avoid Jargon and Buzzwords

Action: Make your content accessible by avoiding complex terms that your audience may not understand.

5. Educate While You Market

Action: Don't just talk about your product; educate your customers on the larger issue of sustainability.

6. Engage in Storytelling

Action: Human stories resonate with people. Share stories about real individuals who benefit from your sustainability efforts.

Case Studies: Authentic Communication in Action

1. Eileen Fisher's Transparency

The clothing brand Eileen Fisher offers an in-depth look into its supply chain, revealing both achievements and challenges, which has earned it a loyal customer base.

2. Warby Parker Give Back Model

Warby Parker openly discusses its “Buy a Pair, Give a Pair program” and how it works with partners to distribute glasses to those in need.

3. REI's #OptOutside Campaign

Since 2015, outdoor brand REI have been closing its stores on Black Friday to encourage people to spend time outdoors, instead of motivating its customers to consume more.

Metrics to Measure Authenticity

Consumer Trust Levels: Use customer surveys to measure the level of trust before and after a sustainability campaign.Social Shares and Engagement: Authentic content often gets shared more and can act as a measure of its impact.Customer Retention Rates: Over time, authentic sustainability practices can result in higher customer retention.

Actionable Steps to Avoid Greenwashing

Consult with Sustainability Experts: Before publishing any content.Peer Review your Content: Have someone familiar with sustainability standards review your content.Use Fact-Checkers: Always double-check any data or claims.Be Mindful of Language: Be accurate and avoid exaggerations.Include Footnotes for Claims: If you’re citing data, make it easy for readers to follow your sources.Periodic Internal Audits: Regularly audit your sustainability claims.Customer Surveys: Periodically ask your customers if they find your sustainability information to be transparent and useful.Transparency Reports: Consider publishing an annual sustainability transparency report.Listen and Adapt: Be ready to change your approach based on consumer feedback and new information.Legal Consultation: To avoid any legal complications related to false claims, consult a legal team familiar with sustainability regulations.

Conclusion

Transparency and authenticity are your best friends when talking about sustainability. Customers appreciate openness, and they are more likely to trust and stick with brands that can demonstrate a real commitment to sustainable practices. The key is to be as transparent as possible, educating your customers rather than simply marketing to them.