How Companies Can Avoid Greenwashing
Your company probably isn’t perfect. Spoiler alert – most aren’t. Even if your brand was born as a green brand and grown with impeccable principles, there’s probably still some places you could improve. But what do customers want? The truth. And when do they want it? Always. In the second part of this (anti) #greenwashing series, I share some ways you can avoid accidental greenwashing.
You may not be intentionally greenwashing in your advertising, your social media and your online presence, but it’s always worth checking you aren’t accidentally muddying the waters. I’ve included some examples of brands I think have done these techniques well (that’s not to say that they’re perfect or I endorse them at all; it’s just good copy I’ve come across).
Honesty
is the best – and only – policy. Be honest with your consumers, communicate about your current pain points, places you’re looking to improve and things that aren’t up to scratch. You could even have a space on your website where you call for suggestions, making the whole process more of a dialogue. This can go hand-in-hand beautifully with a frank, irreverent or funny tone of voice. (But it can easily be worked into other brand voices too – drop me a message, I’ll help).
Avoid being vague
This ain’t a magic show – no smoke and mirrors required when asking customers to spend their hard-earned cash. Pepper your marketing and copy with real numbers, actual percentages and figures, and ratings/evaluations from independent bodies. Say, exactly where your products come from and exactly the processes they go through before they reach your consumer. You can also highlight real people who work in your supply chain. Adding numbers, facts and figures doesn’t have to mean your tone of voice dries up – ask any creative copywriter.
Give equal weight to all aspects of your business
Transparency is tough. But if you highlight every step of your processes – from your supply chain to your shipping to your packaging to your team in your offices – you’re providing consumers with all the information and honesty they need. You’re also likely going above and beyond other brands in your industry, not smoke-screening anything, and this will win you more business.
Check the law
This one probably should be first on your list. Different countries have different advertising laws and if you’re translating your text from one language to another, you’ll need to make sure that you’ve also checked what’s legal in that country. For example, the UK has the Green Claims Code and your country may not have that. If you want to advertise in the UK, you’ll need to check you align with the code (at minimum).
Want some help with your marketing and copy, making sure it honestly and transparently shows off what you’re doing well? All while speaking to your audience in precisely your tone of voice? Get in touch – we’ll make those facts and figures sing.
