Greenwashing vs. Sustainable Marketing: How to communicate with transparency?
In a world where sustainability has become a consumer trend, brands face a significant challenge: communicating their commitment to the planet and the world at large. However, we are increasingly noticing that not all of them do it well. That is why today we will talk about Greenwashing and Sustainable Marketing.
A great truth is that many fall into Greenwashing, a practice that, instead of adding, subtracts credibility. But what does Greenwashing mean, and how does it differ from Sustainable Marketing?
What is Greenwashing?
When we see hotels that claim to call themselves “ecohotels” and it is only because they are surrounded by nature without having a certification to back it up, that is Greenwashing. In general, Greenwashing is when a brand appears to be more “green” or sustainable than it really is.
It is a misleading communication strategy that seeks to position a product or company as eco-friendly, without any real support in its processes or actions.
Examples of greenwashing:
- Using green packaging with leaves or trees, but without a sustainable production process behind it.
- Campaigns that highlight a minimal environmental benefit, hiding significant negative impacts.
The result of not doing it right: distrustful customers, loss of reputation and, in many cases, legal sanctions.
What is Sustainable Marketing?
Sustainable Marketing goes beyond a nice slogan: it is coherence between what the brand says and what it really does, this implies making sustainability the essence of the business and communicating with transparency the real efforts.
Sustainable marketing actions:
- Use recyclable materials and explain it clearly.
- Show concrete indicators: carbon footprint reduction, recycling percentage, social programs, etc.
- Be honest about what can and cannot be achieved yet.
This is not about being perfect, but about being authentic and responsible.
Transparent communication?
1. Internal consistency: if your brand communicates sustainability, internal processes must reflect.
2. Data and evidence: use figures, certifications, and proof to back up each claim.
3. Avoid exaggeration: it is not necessary to sell yourself as “100% sustainable”, it is enough to share real achievements and achievable goals.
4. Educate your community by explaining in simple terms what sustainable actions you are taking and why.
Tell real stories: show the people, processes, and changes behind each breakthrough.
The Impact of Sustainable Marketing on Brands
Today’s consumers are more informed and aware of the need to know what’s going on. It is very easy to notice when a discourse does not match actions.
Therefore, choosing the path of Sustainable Marketing is also choosing to build long-term relationships of trust and loyalty.
At Ideal Team, we promote transparency as the basis of powerful communication. Because when a brand speaks from the truth, it manages to really connect.
Don’t ask yourself if your brand should do it; you should already be communicating this message, or, if not, start today to communicate with authenticity and consistency.
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