With global sustainability being a high priority for around 60% of US consumers, more brands need to embrace authenticity.
Companies can fall into greenwashing traps while trying to attract consumers by publicising Corporate Social Responsibility (CSR) commitments. Greenwashing is a marketing technique which adds a "green sheen" to brand messaging, using terms like "Non-toxic" and "Cruelty-free" without actually following through and is considered to be misleading.
However, greenwashing is against the principles of CSR, and consumers are bound to unethical practices over time. As consumers want to feel genuinely connected with brands they support, companies should be honest about their efforts when running PR campaigns around sustainability practices.
Brands can build consumer trust by providing social proof like behind-the-scenes videos showing how they have changed their packaging to recyclable or biodegradable materials. Updating the company's website with honest facts and figures showing the brands' green efforts can further consumer trust, even if they are modest.
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[4 minute read]