With Earth Day fast approaching, we wanted to address a topic that’s likely to make marketers around the world shudder (and rightly so): greenwashing.
Sadly, this detrimental marketing strategy continues to rise in popularity, given that sustainability sells. The European Commission revealed that in 42% of cases, green claims were "exaggerated, false, or deceptive" - an unsettling figure that suggests we're in danger of it becoming a tick-box, rather than a long-term commitment.
Some businesses are now taking accountability and adjusting their processes to be more sustainable, but it’s vital that we’re all doing our bit, wherever possible. A lack of research can lead to unknowingly slipping into the greenwashing habit, so education plays a pivotal role in the fight to end climate change.
If you’re keen to make the transition, but have no idea where to begin, we’re here to help. In this article, we’ll be defining greenwashing (so you know how to spot it), as well as explaining how you can avoid it (based on what we’ve learnt along the way).