How can your organisation strengthen its brand position by avoiding greenwashing and effectively communicating its sustainability journey? Dr Zoë Lee, head of strategy, advisory and member communications at sustainability certification and net zero provider (and BFM partner) Planet Mark, offers her view …
Greenwashing – which can be defined as actions by companies to make people believe that your company is doing more to protect the environment than it is – has become more widespread than ever. In 2021 alone, 42% of green claims were exaggerated, false, or deceptive.
As global efforts to halt climate change accelerate, so too have efforts to crack down on greenwashing. Tighter legislation has been introduced, and hefty fines have been imposed on some of the world’s biggest brands to deter organisations from this deceptive method of communication.
Aside from being ethically unsound, one of the biggest problems with greenwashing is that it fundamentally damages your brand reputation by creating distrust and tarnishing key relationships with stakeholders, as well as reducing consumer confidence and purchase intent.
False claims revealed to be untrue will stick to your organisation’s digital footprint, creating negative brand perception. Contrary to the saying, not all publicity is good publicity – and the negative brand perception associated with your organisation may alter consumer behaviour (and a recent study highlighted that 81% of consumers research a brand before making a purchase).
This weakened brand perception can falsely cast doubt on other claims you’ve made that are potentially accurate, and can ultimately erode consumer trust and confidence in your organisation.
It goes without saying that your organisation should avoid greenwashing because it’s fundamentally wrong, misleading and unethical. When your organisation releases deceptive messaging, it only adds to the negative haze of misleading information, and ultimately damages the impact of truly good action.
Consumers, clients and investors are thinking more ethically. As a result, your organisation will be held accountable for acting unethically.
Communicating credibly
Credibly communicating your sustainability journey has the opposite effect on an organisation’s brand position. Your organisation can build trust and help lead by example by telling your sustainability story with accuracy and honesty, which helps present clear, transparent and robust messaging to your stakeholders. Communicating your sustainability story, substantiated by data and fact, is in your organisation’s best interest if you wish to help stakeholders make better-informed decisions and build advocacy.
Accurate messaging can also help your organisation attract and retain the best talent. We are finding that brands that embed sustainability into their strategy, marketing and messaging are generally better able to attract and retain talent. Similar to consumer confidence, individuals are looking to work for brands that are authentic and accurate in their messaging.
For example, according to Forbes, 79% of millennial employees are loyal to companies that care about their effect on society, and will increasingly favour employers with progressive environmental, social and governance (ESG) credentials.
With better-informed stakeholders, now is the time for your organisation to share its sustainability efforts with confidence and credibility.
Demonstrating intent
Companies can avoid greenwashing by ensuring their sustainability claims are fact-checked and third-party verified to remove any bias. Planet Mark’s third-party verification, for example, can help your organisation demonstrate its sustainability credentials with accuracy and confidence. Backed by data, we help organisations measure their carbon footprint, engage their employees and stakeholders, and communicate their efforts effectively.
The certificates are external facing, providing your stakeholders with a holistic view of your sustainability efforts. They include your organisation’s carbon footprint, YoY reductions, how many sustainable development goals you have contributed to, and more – and our communication experts help your organisation bring your data to life, to ensure your external messaging is engaging and accurate.
Aligning sustainability efforts with global and national targets, frameworks and standards also puts organisations in the best position to ensure they’re doing good. Planet Mark’s services are all underpinned with clear, well-established and reputable sustainability frameworks. For example, our business certification is aligned with GHG protocol, and our net zero programme is aligned with the Science-Based Targets Initiative (SBTi).
Stakeholders appreciate organisations who don’t just tell their story, but show their story – accessibility to your data is crucial to avoiding greenwashing and growing consumer confidence.
