A generational adoration for David Attenborough and the power of social media has left us in a space of need for thought on sustainable practices. 45% of consumers now pay attention to the sustainable footprint of the brand they are buying from. With the 2050 net-zero goal looming, brands need to show that they are committed to doing their bit to lessen their impact on the environment. A great way to communicate with your consumers on how you are upping your sustainability practices is via marketing, and this is something we are seeing more and more of.
Say NO to Greenwashing
A big problem in the sustainable marketing world is greenwashing. Greenwashing is when brands convey a false impression or provide misleading information to make it appear as though they are producing products in an environmentally friendly manner. As much as this often creates short term gain for businesses, they are ultimately often discovered for misleading their consumers, leading to damage to brand image. Never promise to be working towards a goal that you are not.
Another aspect of greenwashing is when brands promote a singular eco-friendly project they are working on in order to hide their less than eco-friendly habits. Planting a tree for every £10 spent doesn’t cover the fact that a company may be producing with unsustainable materials and leaking chemicals into our waterways.
The Best Sustainable Campaigns
There are some amazing sustainability campaigns out there that have carried a brands sustainable message in a genuine and effective way. Some of our personal favourites for that all-important inspiration are:
– Patagonia’s ‘Don’t Buy This Jacket’ campaign
– The Body Shops ‘Eco Packaging’ campaign
– Volvo’s ‘The Ultimate Safety Test’ commercial
– LUSH’s ‘Our Environmental Policy’ video
A quick search online will find you so many, but these are a few that give a perfect diverse range of ideas on how you can present your brand in a sustainable manner, from genuinely sustainably conscious brands. No greenwashing here!