There’s an issue we need to talk about, and it is greenwashing. Like that friend who suddenly becomes an environmental warrior the moment it’s trendy (while still driving their emissions-heavy SUV to buy fast fashion), greenwashing looks good from a distance but doesn’t hold up to scrutiny.
What Greenwashing Actually Is
Greenwashing occurs when a company spends more time, energy, and money claiming to be environmentally conscious than actually implementing meaningful sustainability practices. It’s the corporate equivalent of slapping a recycling symbol on a non-recyclable product and calling it a day.
Think of it as purpose-washing with an environmental twist – companies making grand claims about their green credentials while their actual impact remains decidedly un-green. It’s marketing spin that aims to capitalise on our collective desire to do better for the planet, without the inconvenience of actually having to change business practices.
What Greenwashing Isn’t
Before we go further, let’s clear something up: not every imperfect sustainability effort is greenwashing. This distinction matters.
Greenwashing isn’t:
- A company taking genuine small steps while being transparent about the long journey ahead
- Businesses making mistakes as they navigate the complex world of sustainability
- Organisations being honest about the challenges they face in becoming more environmentally responsible
The key difference? Intention and transparency. Is the organisation deliberately misleading consumers or genuinely trying to improve while being honest about its limitations?
The Greenwashing Conundrum – Discouraging Genuine Efforts
Here’s where things get tricky – like trying to separate mixed recycling after a dinner party. The fear of being accused of greenwashing has many businesses hesitant to talk about their sustainability efforts at all. When companies see others pilloried for imperfect green initiatives, the safer option seems to be doing nothing, or at least saying nothing.
This creates a chilling effect where organisations with genuine commitments to improvement stay silent while those with slick marketing departments but hollow practices dominate the conversation. The result? A sustainability conversation that feels increasingly performative rather than practical.
Recent Examples of Companies Caught Green-Handed
Unfortunately, the corporate world is littered with examples of companies whose environmental claims didn’t stand up to scrutiny. Here are three recent examples:
1. H&M and Their Conscious Collection
Fast fashion giant H&M’s “Conscious Collection” came under fire in 2022 when the UK’s Competition and Markets Authority (CMA) investigated its sustainability claims. The investigation found that H&M was using vague and misleading statements about the sustainability of their products without providing clear information about why these items were supposedly better for the environment. The CMA found that the company’s environmental scorecard system lacked transparency and exaggerated the sustainability of its products.
2. HSBC’s Misleading Climate Ads
In 2022, the Advertising Standards Authority (ASA) banned HSBC advertisements for being misleading about the bank’s climate commitments. While the ads highlighted green initiatives like planting trees and helping clients transition to net zero, they conveniently omitted HSBC’s continued significant financing of fossil fuel companies and carbon-intensive industries. The ASA ruled that the ads gave a misleading impression of the bank’s overall environmental contribution.
3. Shell’s “Carbon Neutral” Claims
Oil giant Shell faced legal action in 2021 over their “carbon neutral” petrol claims. The company offered customers the option to pay extra to “offset” their fuel emissions through carbon credit schemes. Environmental groups successfully challenged these claims, arguing that they gave consumers a false impression that using Shell’s fuel products could be climate neutral, despite the fact that burning fossil fuels inevitably releases carbon dioxide.
Moving Beyond the Greenwash – Why Genuine Purpose Still Matters
Despite these cautionary tales, here’s the reality: our planet needs businesses to embrace authentic environmental responsibility. The solution isn’t to avoid green initiatives altogether – it’s to approach them with integrity, transparency, and a commitment to genuine impact.
Rather than abandoning sustainability efforts for fear of criticism, companies should focus on making real changes while communicating honestly about their journey. The perfect shouldn’t be the enemy of the good when it comes to corporate environmental responsibility.
Five Ways Companies Can Make a Genuine Difference (Without Greenwashing)
Ready to dip your toe in the sustainability waters without diving into the greenwashing deep end? Here are five approaches for businesses wanting to make authentic environmental improvements:
1. Start Small, Be Transparent, and Build Momentum
Begin with achievable, measurable changes that align with your core business, and be completely honest about your progress. Perhaps it’s reducing single-use plastics in your office, implementing a cycle-to-work scheme, or switching to renewable energy providers. The key is to communicate these efforts as steps on a journey, not the destination itself.
2. Focus on Your Own Operations First
Before making grand claims about saving the Amazon, look at your own business operations. Conduct an honest environmental audit of your operations and supply chain. Where are your most significant impacts? Tackle these meaningful internal changes before launching external campaigns. Your marketing should follow your actions, not lead them.
3. Collaborate Rather Than Compete
Some environmental challenges are too complex for any single organisation to solve. Partner with others in your industry, relevant NGOs, or even competitors to create collective impact. Collaborative initiatives often have more credibility and impact than solo efforts, while distributing both the responsibility and the recognition.
4. Educate and Engage Your Team
Environmental responsibility isn’t just a marketing department initiative. Invest in educating your employees about sustainability relevant to your sector, and involve them in developing and implementing solutions. When environmental values permeate your organisation, authentic action follows naturally.
5. Measure What Matters and Report Honestly
Set specific, science-based environmental targets, measure your performance against them, and report results – good and bad – transparently. Acknowledge setbacks and share lessons learned. This level of accountability builds trust and demonstrates that your commitment goes beyond marketing.
The Path Forward – Purpose with Integrity
The antidote to greenwashing isn’t abandoning environmental commitments – it’s approaching them with integrity and transparency. As purpose-led organisations, we have a responsibility to ensure any environmental claims are backed by genuine action.
Remember, perfect sustainability doesn’t exist (yet), but honest efforts do matter. Every authentic step toward environmental responsibility, however small, contributes to collective progress. The key is ensuring your green commitments are backed by meaningful action, transparent communication, and a genuine desire to make a difference – not just make a sale.
At Not Another Marketing Agency, we believe in helping purpose-led organisations communicate their environmental commitments authentically. Let’s move beyond the greenwash toward a place where purpose and practice align – where businesses can be both profitable and part of the solution to our environmental challenges.
After all, in the purpose-led business world, it’s not about who has the greenest marketing – it’s about who’s genuinely helping to cultivate a more sustainable future.
Want to discuss how your organisation can communicate its purpose-led initiatives authentically? Get in touch with Not Another Marketing Agency for a jargon-free conversation about making your marketing matter.
