By Thanzyl Thajudeen, Managing Director of Mark and Comm Ltd
Climate change has never been important than today. It is something that we can no longer avoid. The shocking stats and deteriorating effects are widely available for anyone to read or see. Amidst all these, it is rather a shame that brands and organizations, amusingly the most reputable ones, resorting to greenwashing knowing that this very deceptive PR strategy threatens its trust and credibility. I wouldn’t be surprise, considering the various unethical, irresponsible, and unbelievable behind the scenes or shadow activities that have already been happening over the many years.
What do we see?
We see the vast usage of vague and misleading labels and terminologies, using ambiguous terms like “natural,” “green,” or “eco-friendly” without any substantial evidence to back up these claims. We see an illusion being created towards environmental responsibility without any real commitment to sustainability. We see the hypocrisy or double standards for example promoting recyclable products but remaining silent about the damaging impact of the manufacturing process.
We see many cherry-picking to bolster their green image while avoiding to disclose less favorable data. We see the numerous marketing campaigns featuring captivating images that has a very weak connection or representation in real. We see many extravagant claims about products’ environmental benefits, the famous one being purchase this and ‘save the planet’. We also witness, quite shamefully, counterfeit certifications, logos, or awards that imply a product’s green credentials. We see a tremendous lack of transparency when taking off the veil whilst being brought into it. Worse, we even see comparative greenwashing happening.
How do we go about?
Instead of pursuing this insidious practice which involves presenting an exaggerated or false portrayal of environmental or sustainability efforts, creating a facade of eco-friendliness that can mislead consumers and the public, and simply put, instead of adding more fuel to the fire, marketers and pr professionals being in the forefront of counseling brands and organizations certainly have a moral responsibility of advocating against greenwashing.
Shifting your own mindset: Inculcate the mindset of doing the right thing, knowing what the real hidden meaning of ‘freewill’ really mean. Being empathetic, being kind, and having a soft heart really matters. Having that solid foundational knowledge and insight into all types and forms of greenwashing, both seen and unseen, is crucial.
Respect your professional ethics: Do not knowingly engage or pursue in activities and agendas you know that are deceiving or misleading. The weaker mind is quick to go with it, rather have a sound mind. Exercise this during your client pitching and acquisition, and even go beyond to advocate and sharing your knowledge and wisdom with them. Develop and adhere to an ethical framework within your agency or even self, establishing principles for truthful and responsible communication.
Clarify their meaning of sustainability: Define and ensure that they are not confused between sustainability as opposed to just engaging in some shallow activity to paint a good picture. Have clear, measurable, and realistic sustainability goals. Be open and transparent about the sustainability practices and impact. Always bet on the entire environmental footprint rather than isolated efforts.
Weigh towards facts, not claims: Support sustainability claims with credible data and evidence. Be prepared to cite sources and references to back up your statements. Make environmental data and impact assessments readily available to stakeholders, and ensure that messaging is really simple and understandable to the masses. Provide complete and accurate information. Disclose any limitations, challenges, or areas where improvements are needed. Avoid focusing solely on positive environmental aspects while neglecting negative ones. Present a balanced view that showcases a commitment to addressing both.
Know that language is everything: Use specific, verifiable language in your communications. Avoid vague terms like “green,” “eco-friendly,” or “natural” without providing concrete evidence or definitions. Clearly define it. This can be very challenging especially when the absence of standardized terminology in the industry enables greenwashing to persist.
Keep informed and adapt: Keep abreast of what’s happening to our environment. Read the headlines, watch short stories, scroll through those forums, attend a few webinars or sessions addressing such pressing issues. Know the ugly truth, and engage with fellow colleagues and climate champions to stay ahead of evolving environmental standards and best practices.
In conclusion, it all comes down to self-realization and self-regulation which can quite be the hardest to embrace in this day and age. The rest can be learnt. The famous saying ‘it is not the eyes that are blind, but the heart’ couldn’t be timelier.
