Sustainable marketing

New greenwashing guide for sales & marketing professionals

August 2023

As the green economy continues to thrive and sustainability becomes a focal point for consumers and businesses alike, the spectre of greenwashing looms large.

In our brand new guide, we offer crucial insights for sales and marketing professionals to navigate the tricky waters of sustainability and avoid falling into the greenwashing trap.

Download your free copy here.

Hattrick Climate Conversations Greenwashing 4

What is Greenwashing?

Greenwashing is the deceptive practice of making false or misleading claims about a business or product's environmental sustainability.

Why genuine sustainability matters

Sustainability isn’t just a buzzword; it has become a critical aspect of business survival, growth, and reputation.

Customers, employees, and stakeholders are increasingly demanding eco-conscious practices, and beyond environmental reasons, embracing sustainability can lead to cost savings, operational efficiencies, and a competitive edge.

Avoiding greenwashing traps

The guide will highlight common greenwashing traps to look out for, such as:

Vague Terminology: Using misleading terms like "green," "eco-friendly”, "Net Zero" or “Carbon Neutral” without concrete evidence to support these claims.
Overstating accomplishments: Exaggerating or inflating sustainability achievements can backfire when customers or stakeholders investigate the claims.
Lack of evidence: Making sustainability claims without providing evidence can raise suspicion among consumers - who are becoming more climate aware by the day.
Short-Term Focus: Being authentically sustainable is a long-term commitment, so setting realistic and achievable sustainability goals is key.
Inconsistent messaging: Inconsistency between a company's sustainability claims and actual practices can lead to a loss of trust.

Embracing Sustainability for long-term growth

In the ever-evolving landscape of sustainability, many businesses find themselves caught between the fear of greenwashing and the hesitation to take meaningful action - a phenomenon aptly called "green hushing." But we’re here to help you to make sense of the new climate lexicon, insteading viewing it as a catalyst for real, positive change.

At its core, the guide is not just about avoiding the pitfalls of greenwashing; it's about embracing a genuine commitment to sustainability that resonates with both your customers and the planet.By following its insights, you'll be equipped to build lasting trust with your audience, laying out a purposeful journey towards a greener, more sustainable future.

Download your free copy here.