62% of consumers are aware of greenwashing in brand communications

Consumers today are becoming more aware of greenwashing in brand communications, with 62% of them able to spot imposters. Greenwashing refers to the practice of making exaggerated or false claims about a product’s environmental benefits to appeal to conscious consumers. If your brand wants to appeal to these consumers, it’s essential to understand and avoid greenwashing.

Here are some tips to help you achieve this:

Make sure you understand greenwashing and its counterparts: Take the time to learn about greenwashing, and the various forms it can take. Understand the different terminology used to describe sustainability and eco-friendliness and ensure that you are using it correctly.

Conduct a brand messaging audit: Analyze your existing messaging to identify any claims that could be seen as greenwashing. Be honest with yourself and ensure that your messaging is backed up by concrete actions and results.

Identify where your brand could communicate better: Once you’ve conducted your audit, identify areas where your brand could communicate more authentically and transparently. Consider using third-party certifications like Climate Ready Academy certifications, providing data on your environmental impact, or collaborating with like-minded partners to enhance your credibility.

By understanding greenwashing, conducting a brand messaging audit, and identifying areas where you can communicate better, you can ensure that your brand is authentically aligned with conscious consumers’ values. This will help you build trust and loyalty with this audience and make a positive impact on the environment and society.

We stay ahead of the game and keep watch on purchasing habits, mindsets, and influences. And we share! We’re providing you with meaningful insights that matter. Keep up to date on Bradley Insights across our social media channels.

Does this make you reconsider how you’re communicating your offering? Or the sustainability of your brand? We’d love to talk about your brand and how you audit your messaging.