Getting over greenwashing together: insights from our sustainability marketing roundtable

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To make sustainability strategies count, marketers need to be moving in the right direction as a whole community

Sure, we all need to challenge ourselves to do the most we can (and more) towards NetZero. But none of us can do this alone.

Last month, we hosted another of our popular sustainability marketing roundtables. We connected with a cross-industry group of top marketers to hear about their challenges, ideas and ambitions for a sustainable future. And the insights were just too good not to share with our wider community.

So, here’s a breakdown of how we grilled our brilliant roundtable participants to gauge where they stand in telling their brands’ authentic sustainability stories.

1. How do you work for good, with integrity, and without being paralysed by the fear of greenwashing?

Yep, we kicked things off with a big one. But, as one participant admitted: “it's just such an immense topic, so it's tempting to put your head in the sand.” And that temptation is exactly what we’re out to fight.

But when big brands have numerous different strands and supply chains to align under a sustainability strategy, defining and avoiding greenwashing isn’t quite so black and white. One marketer addressed an elephant in the room to point out how entire organisations are often held accountable: “while H&M’s clothes recycling initiatives almost put them in Patagonia territory, an article from Fast Company presents them as one of the most polluting companies in the world.”

Sure, it’s complex. But let’s get real and admit what this really comes down to:

Working with integrity is – on balance, doing more good than harm while actively fixing negative legacy issues.

Greenwashing is – celebrating token good to distract from significant harm with no intention to change.

Realistically, your consumers will know the difference between distraction tactics and real, defensible action. And marketers that genuinely want to work for good know the difference, too.

2. How can we define greenwashing, and how can you avoid it?

We’ve made a commitment this year to work with brands taking a serious stance on sustainability. But every brand’s authentic sustainability story is going to look very different.

As one of our participants pointed out: “It's important that, to begin with, companies try to do sustainability in the field that they know and where they have the power to address it.” Now, there’s a vital reminder to keep our sustainability strategies as specific as possible.

Marketers need to be asking themselves the right, focussed questions to constantly challenge their motives and accuracy. Sustainability is an on-going learning journey for every brand, not a competition for perfection. But whatever we’re communicating, we always have to speak with responsibility and humility.

3. How can we inspire consumers to buy sustainable products, even if they're more expensive or harder to use?

The resounding response to this one could be summed up with this one key point: “It would be madness to spend all your marketing budget on convincing people to use a bad product.” The goal is to make sustainable choices accessible and appealing to everyone. So, it’s down to marketers to authentically communicate the long-term value of investing in quality.

One solution that surfaced was to not get bogged down by the data and scientific jargon. We need to spread the message through real stories that get consumers connected with sustainability on their terms.

And when more and more brands and consumers hop on board, the price differential will quickly dissolve. We just need to be brave, put our money where the planet needs it, and set new sustainable standards for our industries.

4. How do brands that have a controversial past now stand for good?

Ah, now there’s a tricky one. But this challenge needs to be reframed as an opportunity for brands to pivot and become more commercially relevant. Now, there’s an offer no marketer can refuse.

Sustainability transformation is a hugely complicated project. But as one of our participants highlighted, “by showing your learnings, you could even become an expert and start sitting on panels to tell people about how sustainability transformation is possible.” No brand should deny a past they’re not proud of, but that’s all the more reason to make some noise.

Your sector and consumers will be watching, so why not lead the way and become the benchmark for new, positive ways of working?

5. How do you know the stories you’re telling (or are planning to tell) are making a difference to the planet?

To move the needle towards a sustainable future, we need to redefine what growth actually means to our organisations. And we need to define that vision through specific, measurable goals for change across the supply chain. Oh, and don’t forget to get external groups involved in translating the data into credible certifications.

As one participant put it plainly: “there need to be universal measurements and KPIs in place that position the planet as a vital stakeholder in the boardroom.” And we’ll leave you with that.

Feel inspired by those juicy insights? The sustainability conversation is always developing. But, to really make a difference, we need all marketers to join in. Your consumers are waiting for you to speak up. Our anti-greenwashing guide is a good place to make a start.