This sustainable journey has led me to some great learning sources. As promised months ago in the beginning of my journey, I will be sharing with you some of the things I have learned and I think might be useful to anyone on the same journey. Do you know what is greenwashing? If you do, did you know that there are 7 sins of greenwashing developed by TerraChoice?
WHAT IS GREENWASHING?
Greenwashing (also known as green sheen) is the act of portraying that an organization’s product is environmental friendly for the sake of marketing. Greenwashing has been around for a long time but now organisations are taking it to the next level because consumers are becoming more aware and are willing to pay more for sustainable brands.
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On the image below, you can see companies like H&M jumping on the Sustainable fashion bandwagon because they see that consumers are concerned about climate crisis. Great news is that it’s becoming harder for companies to do this as the public gains greater environmental awareness.
The 7 sins of greenwashing by TerraChoice
I was fascinated when I stumbled upon the sins of greenwashing while going through my lessons on sustainable fashion, (lectures provided by Copenhagen Business School).
In my unpopular and very personal opinion, some brands have fallen into these greenwashing sins unknowingly. I think most sustainable brands (especially the small ones) go into business trying to actually contribute to doing better for the environment and end up as culprits due to lack of enough knowledge on sustainability. I am also aware that there are brands who clearly make a joke from the word “Sustainable” just to make profit and trap their environmental concious consumer.
Here are the 7 sins of greenwashing you should keep an eye on as a consumer and as a brand. Source www.ul.com
When it comes to sustainable brands, I think brands with more neutral and factual communication are probably better than brands trying to use sustainability as a marketing tool.
What are your thoughts on this? Remember that I’m still learning and would love to learn from you. Feel free to leave a comment below or send me an email. If this is your first time here, there’s a little introduction HERE.
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