Environmental efforts are high on most companies’ agenda. However, what is the recommendation when it comes to sharing and even promoting sustainability efforts? And what does it mean for current or potential customers, particularly if they are moving away from competitor brands?
There is no official definition for “Greenwashing” yet, but we see the term being used where brands use bold marketing tactics to make powerful claims about their own environmental performance, practices or claims around its impact on the world – often that have been polished to make them look better than they are.
On the other hand, “Greenhushing” is a deliberate decision to under-report or withhold information about the impact of running the business.
Companies who commit either of these, are naturally missing out on the opportunity to share their practises with their customers. And in today’s climate, where consumers are more investigative than ever before, are not afraid to stop using their favourite brands when their values do not align, or they feel betrayed by false claims – making it an important part of communications planning.
How to communicate sustainability
Particularly in the outdoor and maritime sectors, sustainability and the environment are hot topics as consumers demand more from the brands they follow. Customers want to know:
🐑 Where the materials come from
🧪 How the products are made and any chemicals that are used
🪡 Who is making the products
🚛 How they are transported to warehouse and retail outlets
❤️ The values of the brands
💰 What they are doing with their profits
There are some big brands that look to be leading the outdoor and marine sectors, regularly sharing news and updates about their business, how they are taking steps towards being net zero and carbon neutral, but does that really mean they are the environmental leaders?
Maybe… Maybe not…
We can definitely take some learnings from these brands. For example, there’s some powerful movements like planting trees for every order, re-investing profits into a community project or being able to trace the exact sheep where the merino wool came from. But I think there’s a few important considerations that go even deeper…
- How the company presents or chooses to share the information
Integrity goes a long way. These moves shouldn’t be a PR spin or an opportunity to make the headlines. It should be deep rooted within the company and a passion project for the brand, not just a “flash in the pan”, one time activity. And this is where the consumers are like Sherlock Holmes – if there is no depth to the activity, they will find out and they will tell the world. Everyone has a platform and they are not afraid to use it, especially if their claims are not concrete. - Whether there’s a long-term plan?
Particularly when developing a strategy to become carbon neutral, it’s a long journey! The plan cannot, and will not, happen overnight or with one sweeping statement from the CEO. It will take years, multiple consultants for different elements of the plan, and depending on the sector and type of business, input from different regulators around new legislation or approvals needed – for example, in the outdoor clothing market, a big step is to remove the use of PFAS chemicals in the EU by 2025/26. - If the messaging is consistent
It’s not enough for a plan to be in place, but it needs to be managed with key milestones and timelines, and the steps and results need to be communicated in line with the plan. This doesn’t mean sharing an update or writing a news release every day or after monthly report, but it is important to share the big successes and similarly, the challenges or changes too. Consistency is key here! - Honesty is the best policy
Everyone knows and understands that not everything goes to plan, and this is why it’s so important to be upfront with your audience and shareholders. You don’t have to share the nitty gritty – and sometimes you won’t be able to share confidential information – but be open with what you can be and take your customers on the journey with you. When you humanise your audience, they can be more forgiving.
In today’s market, brands must evaluate their sustainability practices and elevate their position in order to compete. It’s not enough to have the cheapest prices or use a particular technology, customers are much more critical when it comes to the brands they purchase from or stay loyal to, and environmental considerations are part of the mix now.
Those brands who say nothing or hide in the shadows of the bigger players will unfortunately be left behind too. Being open about the journey your brand is on – even if you’re right at the start – is a step in the right direction and helps your stakeholders understand why you make some of the choices you do. Acknowledgement is a huge milestone in itself.
If you would like some advice about how to build your brand reputation, please feel free to get in touch. Check out our services and some of our work, or contact us at hello@adpr.co.uk.