70% of consumers who are aware of greenwashing are likely to investigate a brand’s sustainability message. 

In an era where eco-consciousness is on the rise, consumers are increasingly scrutinising the environmental claims of brands they encounter. According to our recent survey, a significant 70% of consumers who are aware of greenwashing are likely to investigate a brand’s sustainability message before making a purchasing decision.

How can you tackle this and make your brand’s sustainability efforts known?

Create a Sustainability Message You Can Stand Behind:

Greenwashing – presenting an illusion of sustainability without substantial efforts to back it up – is becoming more recognisable among consumers. It’s crucial for brands to genuinely commit to sustainability and be transparent about their initiatives. Provide more specific details about your eco-friendly practices, goals, and progress. The first step is identifying your brand’s core environmental values, ensuring that they align with the brand’s overall ethos.

Make it Understood Internally First:

Effective sustainability communication starts from within the business. Share your values, initiatives and ethos with your employees and stakeholders first. Your team needs to be up to speed with the stance your brand takes in the increasingly important move toward sustainability. Achieve buy-in from your team by involving them in the process and inviting their input. When everyone within the company understands and embraces the sustainability ethos, communicating it with authenticity is more achievable.

Implement from the Inside Out to Support External Communications:

Sustainability efforts can be rooted in each aspect of the brand’s operations, from the supply chain to daily practices. By considering how you can implement more sustainable practices from the inside out, instead of just focusing on your messaging, you can demonstrate a real commitment to making a positive impact on the environment. This dedication will naturally translate into your external communications, without tripping over potential inconsistencies.

Embrace authentic sustainability communication. In an evolving landscape where greenwashing is becoming more noticeable, consumers are more active in choosing the brands that demonstrate real and measurable commitments to sustainability. By crafting a message that aligns with your existing brand values, ensuring it is understood internally, and implementing your new practices starting at the core of your operations, your brand can effectively communicate its eco-friendly efforts at every touchpoint. Remember, authenticity is key, and genuine sustainability communication can pave the way for a loyal customer base that supports your brand and its vision for a greener future.

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