Greenwashing happens when companies sell their brand as “environment friendly.” Jay Westerveld coined that term in 1986. It ripples the fact that business owners use a marketing approach that brainwashes consumers to attract them. Thus gaining an audience and eventually profiting from the environmentalists and green living advocates. 

However, it doesn’t do much to be one, and there is a lack of sincerity in their approach. Instead of becoming a genuine protector of the Earth, the owners only spend on advertisers.

Brand washing tainted with green advocacy.

Now, many companies mislead a lot of eco-friendly consumers since many have joined the green movement. Companies have used the idea to target a certain market. People think that buying their products or services is helping save mother nature. When in actuality, the promise is only at face value.

They convince the public that their goals and policies are one with the agenda of conserving wildlife and preserving the Earth’s resources. That said, consumers got convinced of these companies’ ecological benefits.

Face Value Advocacy: How companies benefit from imaging a green living

They usually rename, rebrand or repack their products to look and seem nature friendly. Doing so lures individuals, other business partners, and distributors with deceptive sales talks and ads. 

A good example of a large-scale greenwashing company is Chevron. In the mid-80s, when cross-checking facts was not as easy as today, they commissioned expensive TV and print advertisements to broadcast their supposed commitment to the environment. 

On the other hand, an ongoing famous “The People Do” campaign violates two policies.

One is the Clean Air Act, and the other is the Clean Water Act, where they still have not refrained from spilling oil into oceans and wildlife habitats. 

Greenwashing Harmis a Brand’s Reputation

A business that values honesty and transparency is at more advantage of beating the tight competition. 

This is the number one rule if you want to avoid greenwashing as a company.

Greenwashing can harm your brand’s reputation. When consumers identify a brand for greenwashing, the brand loses its credibility and leads to the brand’s inevitable downfall.

While you may say it isn’t harmful so long as no one knows, think again. Not only does it give your business a giant loophole to its demise, but it doesn’t do anything good for the environment. 

You might face countless lawsuits for misleading environmental claims and be unable to rebuild the business altogether. Be aware that you might also be dealing with extremists with deep roots and strong ties to nature.

Strong advocates of those saving g the planet from climate change can be your chief nemesis in revealing your brand’s true identity. So, it is better if you would promote your true nature.

Save your business’s value if you are not saving the Earth

Suppose you are one who truly wants to pursue the market involved in the green economy that case. In that case, you must be careful about the organizations or companies you are associated with.

When you are linked to organizations that contradict your brand’s principles, that will impact your company’s clean reputation.

Honestly, this will take time as you’ll have to research more, but it will also help you stand firmly on your brand’s goals and principles. To help you make a smart decision, you can also ask for third-party organizations to assist you on matters like this. For instance, a reliable company like Utility Bidder helps business owners properly associate themselves with suitable utility suppliers to achieve their goals.

It will help if you are careful of the partnerships you create as you go on with your business. There might be a low percentage of a situation like this jeopardizing your brand, but it will not hurt to be wary. You have to make sure to connect with like-minded business partners or suppliers.

Being thorough in handling your business will give you good results in the long run. Think of it as an investment. It will lay the foundations of your brand and will help you evolve into a better version to achieve your goals.

Greenwashing and Green Marketing: A Fine Line in Between

Greenwashing takes advantage of the increasing demand for environmentally friendly products. While these products create the image of less natural resources wasted and have a more sensitive approach to the environment, this is, in reality, an attempt to benefit from demand. 

While greenwashing sells products based on false claims and extravagant green advertising, green marketing trades environmentally friendly products and services with a legitimate basis.

Green marketing is practical, honest, and transparent. It highlights the environmental benefits of products and services backed up with research or certification, which means that it passed the standards to be called environmentally friendly. 

Here are some of the standards they passed:

1. Free of toxic chemicals or ozone-depleting substances. 
2. Recyclable or made from recycled materials.
3. Materials are not gathered from protected areas or negatively impacted endangered species.
4. They are not manufactured with slave labour.
5. They do not use over-the-top packaging.
6. They are designed as reparable instead of disposable. Overall a sustainable product.

Green marketing can quickly become greenwashing when a company fails to live up to its claims and meet the standards of truthful marketing. Companies who use green marketing should always be careful not to cross the line between green marketing and greenwashing. They should always keep their brand’s roots and principles in mind and not be negligent in keeping themselves in check.

Tips to consider when you want to cancel out from Greenwashing?

1. Avoid using words or terms that have no clear meaning, like natural or eco-friendly. If you do, have a section on your label explaining what you mean by it.
2. Make your claims clear. People should easily understand it, and you can add specific measurements of ingredients or contents.
3. Make sure only to use needed packaging. You don’t have to go over the top. Remember that one of your environmentally friendly goals is to reduce waste.
4. Look for recyclable packaging. Most greenwashing companies still use unnecessary and single-use packaging. That is contradictory to their aim, which is to be environmentally friendly.
5. Have your products be certified. Recognized organizations are providing certification for products or services that passed their standard. These organizations and certifications include Rainforest Alliance, Green Seal, and USDA (United States Department of Agriculture). This will help you prove your brand’s claims and cement your ecologically friendly principle.
6. Make sure images and advertisements are not misleading. Do not use green or anything leafy to suggest your product is environmental if your product is not.
7. Be transparent. Do not attempt to hide important information regarding your products or services. When found out, it will only make consumers suspicious as it implies that you don’t want them to know something relevant.
8. Do not lie. Never use fabricated data to promote your brand. Honest businesses stand stronger compared to the ones founded in lies.

At the end…

In the end, many parties agree that greenwashing brings nothing but harm. It might help you gain sales but will soon backfire and ultimately destroy your hard work in the long run. As we all know, lying never reaps off good results.

Time spent enhancing your business and being critical of details is not a waste. And remember that some potential partners and resources could help you manage your business when things get out of hand.