In simple terms, greenwashing is when a business attempts to look more sustainable than it really is. There are a range of ways that this can take place, but this often looks like using eco-style branding for products that are unsustainable or ignoring certain corporate commitments. To avoid greenwashing your business, take a look at the following 4 easy techniques.
Do what you can to offset all carbon emissions
Just sourcing materials that are sustainable isn’t enough to claim that you’re an entirely sustainable business. You need to take a close look at each department and set a goal for when you want your company to have offset all carbon emissions. The best thing to do is to work backwards from that date and put specific tasks in place each year.
We’d recommend starting with tracking business-travel emissions and making sure that any investments comply with the Gold Standard. Another option is to hire a carbon-offsetting consultant to help your company to keep track of your emissions and choose the right investments.
Don’t exaggerate how ethical your products are
It’s common for businesses not to meet all of the cultural standards that come with ‘green living.’ An example is the many sustainable activists that call for veganism but might manufacture animal products. Your best bet is to avoid broad statements altogether and ensure that all marketing copy is kept to the facts only.
If you’re honest about your company’s activities, your customers will learn to trust you. Nobody expects you to be perfect, just for you to be upfront about what you’re doing to be sustainable and what could use some work.
Share actual evidence of your green programmes
The reality is that unless you’re making the effort to actively share your approach, your consumers won’t know. One of the best ways to share evidence of your green programmes is to share photos of your practices on social media and your website alongside evidence of how you work to eliminate waste and lower emissions whenever possible.
Backing up your claims with facts is another essential part of ensuring you’re being completely honest with your customers. If you’re stating that you use 50% less energy, be clear about who you use less energy than – 50% could still mean that you’re consuming a lot of energy.
Consider getting certified
The very best way to prove your claims of sustainability is to get certifications proving it. There are a range of environmental certifications that your company can receive but if you’re not able to get a certificate, think about releasing a Corporate Social Responsibility Report to disclose internal practices. This would give a more in-depth picture about the way your company views environmental issues, as well as any initiatives your company supports. Take a look at eco funding for installers in particular if you’re interested in showcasing your sustainability practices in a new way.
Now you know how to avoid the repercussions of greenwashing, try implementing these 4 tips into your marketing strategy.