Greenwashing is a marketing strategy implemented by companies and even public bodies, which consists of appearing to be respectful of the environment, when in reality they are not.
Why do they do this? The answer is simple: In order to increase their sales, in the specific case of companies, or to improve their level of approval among the population.
Basically, organizations break their ethical codes by selling the public a nice idea of corporate social responsibility without really integrating it into their policies and culture.
Using this technique will not add value to your brand and, instead, can estonia email list 154781 contact leads cause severe damage to your image and make it difficult to achieve your expected objectives.
So, do you want to know more about greenwashing and why you should not fall for it? I recommend that you keep reading!
How does greenwashing work?
You already know that, when explaining what greenwashing is, we can value it as a marketing strategy , aimed at attracting and retaining users or, simply, building a better perception among society or a market niche in which the values of sustainability and environmental care prevail.
To understand it better, we must go into the two classic ways of carrying out this disloyal practice:
1. Attack the subconscious
It is about showing a product or an organization in an exponentially eco-friendly way, when this is not entirely true or, simply, tends to harm the environment, through aesthetic designs or presentations motivated by nature, in which green tones predominate.
In this way, those who direct the strategy believe they can appropriate an image that subjectively makes them think that they use sustainable production methods, but the reality is that the truth usually comes out.
Product images include, for example, disposable coffee cups with messages about environmental care or green diaper packaging, as Huggies often does. However, in reality, none of these products can be recycled or biodegraded in the coming years.
2. Highlight valuable innovations for the environment
This method involves making the public believe that a company is environmentally responsible by highlighting various innovations based on sustainability, but in reality these do not exist or represent only a marginal improvement in ecological terms.
They commonly do this by publishing ecological magazines or by advertising in media that are characterized by being sustainable and defending the principles of environmental care.
Why should your company avoid greenwashing?
As you can see by definition, greenwashing is a false truth and represents an unfair and unethical way of obtaining potential clients and retaining them.
In addition to avoiding this practice so as not to break moral codes, you should keep in mind that "lies have short legs ," as the saying goes. When the truth is discovered, the image of your brand or products will be damaged.
As a company, you must create a positive image that generates trust, creating a strong bond with your consumers based on true values and real improvements, plans and principles.