Beware of Brand Fail: Greenwashing

Branding goes far beyond simply presenting your goods and services in the best possible light. It’s way more than just an impressive list of features and benefits. Those descriptions may appeal to people’s rational thinking sides, but the truth is that people make purchasing decisions based on subconscious and emotional factors. They want more than a product. They want to buy into a philosophy or a lifestyle. And when a philosophy like saving the planet gains popularity, it can be tempting for brands to embrace this ideology insincerely.

Greenwashing is a form of marketing in which companies and brands use deceptive or misleading tactics to present themselves as environmentally friendly. Words and phrases like “sustainable” or “all-natural” have a pleasant sound but are extremely difficult to quantify or verify. In the short run, the disingenuous greenwashing approach may attract some earth-conscious consumers, but ultimately it can lead to a devastating loss of credibility and market value.

Why engage in greenwashing?

When companies use greenwashing tactics to market their products or services, it shows an understanding of one important aspect of branding. But as we’ll see, it’s a shallow and incomplete understanding.

Greenwashing is an attempt to connect with consumers on an emotional, ideological level. And this is one of the key components of branding, to give customers a story and an idea to relate to.

When you shop for laundry detergent, for example, how else can you decide which brand to buy? Of course, you can just buy the same brand your parents always used. Or you could look for a package that appeals to you. A picture of kids playing soccer in the mud will attract sports families, and a box with rainbows on it may or may not appeal to the LGBTQ community. Claims of being the strongest soap on the market are not likely to be persuasive.

But if a box of detergent can convince shoppers that it is a more eco-friendly alternative, not flushing sulfates into the groundwater or exposing kids to harsh chemicals, then it can probably win over an important share of the market. Environmental issues are increasingly important to consumers. And all else being equal, most people would probably prefer a product with fewer toxic chemicals and lower environmental impact.

And the more passionate someone is about these issues, the more likely they will be to form a strong bond with the brand. And when it comes to branding, there’s is nothing greater than a strong bond, which corresponds to loyalty and trust.

The fatal flaw of greenwashing

And now we have hit upon the keyword: trust. Making emotional connections is one thing. But unless that connection is built on a solid foundation of authenticity, it is practically worthless. And moreover, it can easily backfire.

Brand Strategy doesn’t begin with marketing tactics. It starts with values and beliefs. When you’re clear about your higher purpose and your values, everything else will follow. Serving as something of a North Star, this “Brand Essence” will guide you on what to talk about and how to talk about it. And naturally, it will attract others who share your values and ideas.

To do it any other way would be unnatural and dishonest. The point is to know your purpose, to believe in something wholeheartedly, and to stand up for it. Unless that foundation is solid and true, the rest of the brand will gradually collapse like a hollow facade.

Another law of branding is that a bad reputation is immensely harder to repair than a good reputation is to lose. In other words, if conscious consumers find out that you’re lying or grossly over-stating your eco credentials, they’ll drop you like a hot piece of coal. And with all the other options they have to choose from, it will be next to impossible to win them back.

Take a look at our article on Ethical Branding for more useful insights.

Exxon refinery — When what you say does not align with what you do, you might be doomed for #BrandFail.

Wash yourself of deceptive marketing

Essentially, there are two ways to avoid greenwashing. And again, it comes down to your brand’s core values. Either do it from the heart, or don’t do it all. Go big or go home.

If your marketing strategy is based on taking a value — whether it’s saving the planet, advancing social justice, or making America great — and running with it, then you need to be willing to stand by that value 100%. In the end, it’s the authenticity that matters, even more than the value itself.

When Colin Kaepernick took a knee, Nike took a stand. And that took some balls. America was divided, and Nike lost some business. But what they gained was priceless. Agree or disagree, that stuck to their values. These, you can find 100 brands of running shoes to choose from. But how far must you look to find some integrity?

If you want to save the planet with a more eco-friendly line of clothing or cleaning products, then make that your ultimate goal. Give your customers, your colleagues, and your new hires a real purpose to rally around. But don’t make it a marketing ploy.

Hire people who share this value and vision, and ensure that your goods are produced in the most eco-conscious way possible. And deploy that philosophy across all your operations. Change the lightbulbs, install solar panels, provide staff with reusable bamboo utensils, stop wrapping everything in single-use plastic.

Marketing is about trying to sell your goods. Branding is about building a reputation. When you start from a solid foundation of core values, your actions will speak for themselves, because they come from a place of authenticity.

Stay true and grow

Ready to get started? Or curious to learn more? The Brand Strategy Workbook will give you a good starting point to answer some questions regarding your brand. And if you have any questions, feel free to reach out for a Discovery call or join our online community. It looks a bit confusing and overwhelming, but if you take it one step at a time, it all makes sense in the end. You got this!