Consumers care about the environment. And they like brands who do too. But brands who do it carelessly can accidentally end up alienating their potential customers, rather than convincing them.
Here’s how you can avoid the pitfalls of greenwashing in your messaging.
You’ve probably read some of the studies: consumers care about the environment, and they want to support brands who do too.
That’s a good thing. Brands should be seeking ways to be greener at all levels of their supply chains, because the industrial sector is consistently one of the highest sources of greenhouse gas emissions. And studies show that companies who reduce their environmental footprint while keeping prices stable—or at a slight premium—can win share with consumers.
But this consumer sentiment can also lead bad faith brands to put vague or outright false claims out into the market concerning the environmental impact of their products. And that’s led to many buyers simply ignoring the messaging entirely in a phenomenon known as “eco exhaustion.”
Greenwashing is a term that refers to companies making vague, misleading or unsubstantiated environmental claims about their products or services to boost sales
It was coined by environmentalist Jay Westerveld in a 1986 essay. Raise your hand if you knew it was that old? It’s easy to think of this discussion as a uniquely 21st century issue, when in reality it’s been top of mind for environmentalists for decades.
Defining what “green” means can be tricky. Does Amazon’s use of cardboard packaging over plastic make them a sustainable company? No, and claiming so would be greenwashing. But it doesn’t mean that the move isn’t a positive one. A company doesn’t have to outright lie to be guilty of greenwashing. The issue is often one of substantiation, and when companies overstate the net effects of their policies.
Greenwashing is a significant obstacle on the road toward solving the climate crisis, because it distracts from concrete steps that can and are being taken by companies to combat climate change.
But the problem is not just an ethical one. Making unsubstantiated claims about carbon emissions or recycling can open you up to litigation, and there are several lawsuits working through the courts today dealing directly with these issues.
It’s not enough to call your product "green" or "sustainable"—you need to back that up with details that are verifiable and easy to understand.
If you're unsure whether your claim is specific enough, ask yourself, “Could someone disagree with this because the details aren't clear?” If the answer is yes, it’s time to rephrase.
Greenwashing often focuses on a single piece of the puzzle (e.g., using recycled materials) without considering the broader context.
Moving toward true sustainability means considering the entire lifecycle of your product—from raw material sourcing to manufacturing, distribution and eventual disposal.
Here are some points for consideration:
By addressing the full lifecycle, you ensure your claims are deep and genuinely reflect a commitment to sustainability.
Today’s conscious consumers look for proof, not promises. Transparency in your data is crucial.
Building material manufacturers might highlight performance certifications like the EPA's verification for low greenhouse gas emissions or promote a third-party verification for recycled material.
And while your brand may be attempting genuine sustainability efforts, there are also other companies that try to hide the truth. Ensure your partners are following through, especially when it comes to purchasing carbon offsets.
It’s tempting to highlight your product's most eco-friendly features and ignore some of the more inconvenient realities—or even hide a weak story behind clever graphics and comparisons. But this is where many brands can open themselves to vulnerabilities.
Here’s a hypothetical:
Be upfront. Consumers appreciate honesty over perfection. For instance, rather than claiming “zero emissions,” you could say, “Our product reduces emissions by XX% compared to XXXX flooring, and we’re continually working to address impacts across our transportation lifecycle.”
Consumers also like to see more than just product claims—when a brand embodies sustainability in multiple aspects of their business, from production to culture, they notice and appreciate the investment. And that can be the difference between turning them from one-time customer to a returning advocate.
When you embed sustainability practices into every level of your operations, you have a story that goes beyond product and feels authentically green. Remember—sustainability shouldn’t just be a marketing campaign; it’s a value system.
The best way to avoid greenwashing is not to do it in the first place. If you don’t have a strong sustainability story to tell, don’t pull one out of thin air. There are many other attributes that consumers still use to choose their products. In fact, according to some research, sustainability isn’t the top three or four considerations for many consumers.
If you find yourself having to use overly vague messaging in your marketing to create a sustainability story, ask yourself why you’re doing it. If it’s not a part of your product development today, the risks may not be worth the potential rewards.
However, that doesn’t mean that it’s not important to start implementing an environmental strategy today. The importance of sustainability to tomorrow’s consumers is likely to remain, if not grow stronger. As the saying goes, “The best time to plant a tree was twenty years ago. The second-best time is now.”
Sources:
https://www.theecoexperts.co.uk/news/worst-examples-of-greenwashing
https://www.un.org/en/climatechange/science/climate-issues/greenwashing
https://www.sciencedirect.com/science/article/pii/S0959652623002500
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10093960/
https://www.sciencedirect.com/topics/earth-and-planetary-sciences/willingness-to-pay
https://www.nbcnews.com/id/wbna40072953
https://www.epa.gov/ghgemissions/sources-greenhouse-gas-emissions
https://www.imagesretailme.com/eco-exhaustion-setting-in-among-consumers/
https://www.businessnewsdaily.com/15087-consumers-want-sustainable-products.html
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