Authenticity Over Greenwashing: How Brands Can Engage Customers & Build Trust In Sustainable Marketing

Businesses are compelled to adopt more sustainable practices and effectively convey these changes to their stakeholders, writes Pranay Pasricha

In a world where we are constantly consuming content in various forms, advertisements hold immense power and influence over consumers. With the rise of eco-consciousness, brands are increasingly using green marketing tactics to appeal to environmentally aware customers.

However, this surge in green advertising has also given rise to a phenomenon known as greenwashing – that is when companies mislead consumers with exaggerated or false claims about their environmental impact, which eventually leads to a loss of credibility. To overcome this bias, brands must adopt better marketing practices that prioritise transparency, credibility, and genuine sustainability efforts.

The Greenwashing Dilemma: Identifying genuine environmental efforts amidst corporate deception

The term "greenwashing" originated in the 1980s, and was coined by environmentalist Jay Westerveld. It refers to companies that use deceptive communication strategies to create an illusion of environmental responsibility while masking their actual practices.

Common greenwashing tactics include green-coloured packaging, unrelated environmental imagery, the misuse of unregulated terms, and fake labels. Recognising these strategies is crucial in discerning authentic sustainability efforts from mere marketing gimmicks.

Bridging the gap: Aligning consumer expectations with eco-friendly marketing

Research shows that consumers have a strong emotional affinity towards nature, which influences their green consumption choices. As a result, a large number of consumers are willing to pay more for sustainable products and are more likely to buy items labelled as "eco-friendly."

However, many consumers admit to being unsure how to identify genuinely eco-friendly products and often doubt the credibility of such claims. It highlights the need for brands to bridge the gap between consumer expectations and their marketing practices.

Moving beyond words: Why Transparency is key to tackling greenwashing in brands

Simply making vague claims or using nature-related imagery doesn’t work anymore when it comes to convincing today’s educated and informed consumers. Brands should provide factual information and sources to back up their sustainability claims. Transparency can be achieved by tracking and communicating business progress, such as carbon-offset metrics. Sharing both achievements and setbacks demonstrates a genuine commitment to sustainability and establishes credibility.

Tracking Progress, Inspiring Action: The power of measurable sustainability goals

Brands need to establish measurable goals for their sustainability strategies. Using an objective and key results methodology enables brands to track and report their sustainable impact effectively. By aligning initiatives with desired outcomes, brands can ensure progress while involving key stakeholders who provide accountability and visibility. This team effort fosters a sustainable momentum that aligns with the brand's objectives.

When intentions matter: Aligning sustainability efforts with brand commitments

While transparency and accountability are essential, it's crucial to recognize that customers may respond differently based on their understanding of a brand's efforts. Brands that genuinely strive to implement sustainability goals but face challenges along the way may be forgiven by consumers.

On the other hand, brands that attempt to cheat their way through greenwashing may face severe consequences, leading to a loss of trust and reputation. Consistency between messaging and implementation is key, ensuring that a brand's sustainability efforts align with its stated commitments.

Independent Assessments: Ensuring authenticity in the company's environmental claims

By seeking external verification, companies can ensure that their claims are thoroughly fact-checked and not merely a superficial attempt at appearing environmentally responsible. Unlike CEOs or business owners who may have personal biases or love for the brand, an independent source can objectively assess marketing claims and determine whether they truly align with the company's actions, thereby exposing any potential greenwashing practices.

An external energy audit serves as a valuable tool for identifying areas in need of improvement. Companies can’t solely focus on increasing recycling efforts while simultaneously exacerbating environmental issues by relying heavily on fossil fuels. Through an external energy audit, it can gain insights into its energy consumption patterns, pinpoint inefficiencies, and identify opportunities to reduce its environmental impact more effectively.

Additionally, internationally recognised certifications should be sought at each point in the value chain, right from sourcing raw materials from responsible sources to the packaging being certified compostable.

Putting the Environment First: Unveiling genuine green credentials

When it comes to environmental impact, organisations need to be mindful of their overall footprint. Simply implementing minor sustainability measures while having a large carbon footprint can lead to accusations of greenwashing.

For example, an oil company that runs its offices on renewable energy shouldn't portray itself as eco-friendly solely based on this small aspect. Instead, organisations must carefully consider the cumulative effect their activities have on the environment.

When developing marketing materials, it is important for marketing teams to utilise specific data points that showcase how a company's products, sourcing practices, manufacturing processes, and distribution methods have contributed to reducing its carbon footprint. They can authentically demonstrate their commitment to environmental sustainability by sharing all such information in detail.

In Conclusion

In today's market, an increasing number of consumers are expressing heightened concern regarding the environmental consequences associated with the products and services they purchase. Consequently, businesses are compelled to adopt more sustainable practices and effectively convey these changes to their stakeholders.


However, at the same time, they must know the difference between genuine green marketing initiatives and deceptive greenwashing practices. To successfully attract and retain discerning consumers, it is essential for businesses to navigate this fine line with utmost care and precision.

(Pranay Pasricha is Brand Head of Yash Pakka Ltd.)


Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house. Unless otherwise noted, the author is writing in his/her personal capacity. They are not intended and should not be thought to represent official ideas, attitudes, or policies of any agency or institution.