Sustainability is no longer a trend, but a necessity. Consumers want environmentally friendly products and companies are rushing to "green" marketing just to meet demand. But is everything that glows in shades of green true?
This is where greenwashing comes in - a manipulative practice where brands exaggerate or even misrepresent their environmental responsibility. The consequences can be quite serious: loss of consumer trust, negative media exposure and even legal sanctions. So how do we separate real sustainability from empty promises?
What is greenwashing?
Greenwashing is misleading consumers by making products, services or an entire brand look environmentally friendly, when in reality the ecological benefits are not so great - or even non-existent.
The most common forms of greenwashing:
- Vague claims - Terms such as "environmentally friendly", "natural" or "green" without concrete evidence.
- Emphasising irrelevant aspects - Highlighting one minor sustainability feature while causing significant environmental damage.
- Misleading image - Green colour, leaves, natural motifs - but no real sustainability background.
- Carbon offsetting without actual emission reductions - Buying carbon credits instead of real environmental improvements.
- Misleading recycling labels - Claiming that packaging is recyclable when there is no proper infrastructure for it.
In 2021, the European Commission found that 42% of green claims made by companies were exaggerated, false or misleading.
Why is greenwashing dangerous?
At first glance, greenwashing may seem like an effective marketing strategy as it attracts eco-conscious shoppers. However, the long-term consequences for brands can be quite unpleasant.
Examples of well-known companies that have fallen into the greenwashing trap:
- H&M - Conscious Collection
Swedish fashion giant H&M has launched its "sustainable" Conscious Collection as a more ecologically responsible choice. It later turned out that many of the materials were not as sustainable as the company had claimed. The misleading advertising led to harsh criticism and investigations by regulators.
- McDonald's - paper straws
When McDonald's replaced plastic straws with paper straws in 2019, it presented this as an environmentally friendly move. It later turned out that the paper straws could not be recycled, sparking a wave of criticism.
- Volkswagen - Clean Diesel scandal
Volkswagen has promoted its diesel cars as "cleaner" and more environmentally friendly. Later, it turned out that they had built software into their cars that manipulated emissions test results. The consequences? More than 33 billion dollars in fines and damages, and a major dent in customer confidence.
- Coca-Cola Life - a natural scam?
Coca-Cola advertised the "Life" version as a healthier alternative due to the use of the natural sweetener stevia. However, the drink contained 6,6 % sugar, which made it only marginally healthier than regular Coca-Cola.
How to avoid greenwashing and build a credible sustainable image?
- Be honest - Don't promise more than you can deliver. Consumers are becoming more aware and recognise deception.
- Support your claims with concrete data - If you claim that a product is sustainable, prove it with independent certifications and scientific data.
- Avoid marketing phrases - Instead of general claims about "greenness", clearly state what this means in practice.
- Focus on long-term change - Sustainability is not a campaign, it is a strategy. Instead of quick PR moves, invest in real environmental improvements.
In the end, the brands that succeed will be those that treat sustainability as a long-term commitment, not as a marketing gimmick. Are you ready for real change? V City of Communications we can help you make your communication honest, clear and transparent.
