What is Greenwashing?
“the deceptive marketing practice where organisations exaggerate or falsely claim environmental friendliness, investing more in appearance than actual sustainability efforts”
sources: Business News Daily, Work for Climate
Unravelling the Narrative: A Case Study
You’ve probably seen it by now, Kim Kardashian's recent Instagram campaign flaunting bras with hard nipples. With over 85 million views, the spectacle raised eyebrows amongst climate activists.
But what exactly was the problem?
First of all, the bra is not eco-friendly, comprising 84% nylon and ~16% spandex. Secondly, Kim's use of melting glaciers as a punchline in her marketing risks trivialising serious issues. And this, her promise of a vague "one-off payment" of 10% of sales is challenging to measure, and the efforts outweigh her other environmentally damaging actions.
How often does this happen?
More than 40% of environmentally sound claims are manipulative, misleading, or entirely incorrect. Even genuine conscious consumers and well-intentioned brands can unintentionally fall into the greenwashing trap.
Note: The information here aims to offer helpful tips, not to shame or guilt.
Steering Towards Genuine Sustainability: So how can we do better?
1. Be Transparent:
Look beyond the surface; assess how your business operations, customer interactions, and overall strategy align with sustainability principles. Share the intricacies of your supply chain, service delivery, or product creation. Transparency not only builds credibility but also fosters a deeper connection with environmentally conscious consumers.
2. Do Your Research:
Dive into the data. Ensure your environmental claims are not just green in appearance but backed by accurate and up-to-date information. Authenticity in sustainability efforts is the cornerstone of meaningful change.
3. Detailed Communication:
Cut through the noise with clear, detailed communication. Avoid vague terms that may mislead. Instead, focus on articulating the specifics of your sustainable practices in marketing, on your website, and in promotional materials. Let your actions speak louder than words.
4. Seek Credible Certifications:
Elevate your commitment with recognised certifications in your industry. Consider the likes of B Corp, Fair Trade, FSC (Forest Stewardship Council), and Green Web Foundation. These certifications serve as tangible badges, signifying your dedication to values that resonate with both your business and discerning consumers.
By following these guidelines, you not only navigate the pitfalls of greenwashing but also contribute to a conscientious business landscape.
What's your take on the recent advert by Kim Kardashian, and its implications for the climate discussion? Share your thoughts in the comments below! Looking to make your digital presence more sustainable?
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