Greenwashing - the dread of marketers. One slip up and boom, your brand is ripped apart on social. And rightly so. We don’t have time, you know. We’re just pumping co2 in the atmosphere like crazy. Here’s some data: on November 28, 2022 the daily average atmospheric co2 was 417.31 ppm. On December 17, 2023 it was 422.67 ppm (source: co2.earth). One year and a 1.28% increase! Now imagine if, under such dire circumstances, your brand fakes its sustainable efforts. Disaster! Would you want to be a part of such a disaster? Or would you want to contribute to making our only home greener? We really hope you’re for the latter. And in this blog, we’ll show you seven steps to avoid greenwashing. And build a genuine reputation for your brand. 

Understand greenwashing

The first step in solving any problem is knowing the problem exists. Knowing what greenwashing is really very, very important. Simply put, greenwashing occurs when your brand misleads consumers by exaggerating or fabricating its environmental efforts. Broadly there are three types:

1. Unintentional greenwashing: This happens by accident. negligence, if we may. It’s when you don’t understand the data or regulations. and still go on to make a claim. That claim then becomes misleading or ambiguous. Do a thorough check, please. 
2. Selective disclosure: This happens when you do not share the whole truth. Say your brand does a huge PR around its sustainable clothing range. But fails to mention the unsustainable manufacturing or sourcing practices. That’s selective disclosure. Whenever you see your brand is not sharing the whole truth, take a step back and check for this. 
3. Plain lies: This is the worst of them all. Here’s an example: Volkswagen claimed its vehicles’ emissions were as per EU pollution standards. What was the truth? They were emitting up to 40 times more! What did they do? They installed devices that cheated emission tests. Result? They are undergoing legal trials and have paid billions in fines and settlements. And they harmed the environment way more than anyone else. 

Set clear sustainability goals

The second step is knowing what to aim for. Set clear and measurable sustainability goals. But know what clear and measurable mean. Check with established standards and frameworks for reference. United Nations sustainable development goals are a good start. Google your industry-specific certifications as well. By setting specific targets, you’d know the direction to work in and avoid vague or misleading claims. 

Provide transparent information

Next up is transparency. Easy to say; difficult to implement. But vital in building trust with consumers. Start by sharing detailed information about all your sustainability initiatives. Data, metrics, third-party certifications, budget allocations, and business value. Be open about your progress, challenges, and areas for improvement. When you’re transparent, consumers are able to make informed choices. and distinguish your brand from greenwashing goblins. 

Avoid greenwashing buzzwords

Oh, this is so so simple. Yet so many brands fall into this dump. Please be cautious of using buzzwords or vague terms that lack clear meaning. Words like "eco-friendly," "green," or "sustainable" have been done to death. Cringe, if you ask us. They lack meaning now. They lack credibility. They are easily misinterpreted. Instead, focus on specific actions and outcomes. Show data that highlights your true commitment towards sustainability. 

Be open about limitations

No brand is perfect. But perfection comes when they are open about their shortcomings. Communicate openly about areas where you are still working to improve. Talk about the steps you are taking to address them. Show the progress, no matter how little. Remember, this is our planet. And when we’re honest, we get help. And together we make progress. 

Engage in stakeholder dialogue

Talk. talk to all your stakeholders. Customers. Employees. NGOs. Board of Directors. You never know who comes up with an idea. Seek feedback, listen to concerns, and address any issues raised. This helps in gaining valuable insights into your approach. And ensures your initiatives align with their expectations. And with the goals you have set.

Verify and validate claims

Last but one of the most important. Consider seeking third-party verification or certification for your sustainability claims. Check for independent certifications such as B Corp or leed. They provide credibility and assurance to consumers that your brand's sustainability efforts are genuine. Separate yourself from the greenwashing goblins through such certifications. Build an extra layer of trust. And grow your brand’s reputation. Remember, mythbusters is not your TV show to shine in.

Greenwashing is not good. Not at all. It harms your brand’s reputation. Destroys consumer trust. And deteriorates the already damaged planet. These seven steps can help you avoid greenwashing. And build an authentic, credible sustainability strategy. Transparency, evidence-based claims, and stakeholder engagement are key to maintaining integrity. And ensuring your brand's sustainability efforts are genuinely making a positive impact.