What Can Companies do to Avoid Greenwashing?
While it is true that many large corporations intentionally engage in greenwashing to deceive customers into thinking they are supporting an eco-friendly company, this is not true of all companies. For every company that willingly engages in greenwashing, there is one that does not know what greenwashing is, and another that makes every attempt to avoid it at all costs. If you are a business owner or perform marketing for a business, it is crucial to understand what companies can do to avoid greenwashing. That is why the sustainability and greenwashing experts at Change Plastic for Good have put together a list of strategies to help you minimize the risk of greenwashing for your business.
Learn about the 7 sins of greenwashing and how businesses typically commit these sins.
3 Strategies to Avoid Greenwashing as a Company
Whether you own a small local business or a large company with multiple locations, it is crucial to be aware of your advertising methods and understand how to avoid greenwashing. To minimize the risk of greenwashing with your product packaging or advertising campaigns, be sure to utilize the following strategies:
1. Be Honest
While this may sound like a straightforward strategy, it is more complex than most people think. For example, many businesses interpret this strategy as “highlighting one good action to cover up for multiple mistakes or unsustainable practices”. This is not honesty, it is misdirection. True honesty is being transparent about your products and how your business operates. This means highlighting areas that you have done well in while acknowledging that you have areas to improve in. By being transparent with your advertising and packaging, you make it easier for consumers to connect with your brand and increase the likelihood of them supporting you.
2. Receive Feedback from Customers
Customer feedback is one of the most valuable ingredients for a successful business. While feedback is primarily used to gauge customer satisfaction (or lack thereof), it can also be a great tool for evaluating your packaging and advertising. For example, if you receive multiple reviews or contact form submissions stating that your packaging is misleading or your environmental claims have no proof to back them up, this is a clear sign that you have been engaging in greenwashing even if you did not mean to. By using this feedback, you can identify problem areas and ensure that future packaging and marketing campaigns are as transparent and credible as possible.
3. Stick to the Facts
In today’s market, many companies use vague terminology to make their products and brand appear more sustainable than they are. For example, customers will likely see terms like “eco-friendly”, “green”, or “made with recycled materials” on various products in an aisle. While each of these statements may seem great at first glance, few of them are substantiated with actual data or facts. If you are going to make an environmental claim regarding your products, services, or company, be sure to immediately back it up with facts and citations if possible. This will make your company instantly more credible and trustworthy than the dozens of companies that make vague statements with no proof.
To learn more about greenwashing or Thunderforce, get in touch with the team at Change Plastic for Good. We can be reached through our online contact form and will be happy to answer any questions you may have regarding BDP® or the movement to raise greenwashing awareness.
