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  • Adrian Lepiten

How To Protect Your Eco-Friendly Brand From Greenwashing Competition

Updated: Sep 26, 2023


Man Holding four Compostable Plastic Cup

Greenwashing


Greenwashing is one of the existing issues in the sphere of industry that the world is facing right now. This strategy aims to capture consumers' attention by utilizing the words “sustainable” and “labeling products as environmentally friendly” in hopes of attracting more buyers.


With growing concern about climate change, businesses are striving to demonstrate their commitment to being environmentally conscious and sustainable in the face of increasing demand for sustainable services. In the course of time, there are many organizations and companies that are making real efforts to be proactive and minimize their impact on the environment, while there are also fraudsters and “greenwashers” riding with your brand for instant benefits.


If you are one of the companies that are making genuine efforts to help the environment and the world achieve sustainability, then you are on the right site to learn how to protect your eco-friendly brand from greenwashing competition:


1. Transparent

Our first on the list is transparency. Transparency is very important when developing and managing eco-friendly products and services. This builds a real connection and relationship with your customers. One rule to consider when establishing transparency is to avoid hiding crucial information about your products. Do not, for instance, assert that your goods and services are entirely eco-friendly, as there is no such thing. There are energy and resource emissions from the moment you start gathering the materials for making your products all the way through machinery operations and completion.


2. Accountable


In connection with number one, another way to protect your eco-friendly brand from greenwashing competition is that you must be accountable. You should be responsible for all the information you have provided about your products, and always make sure that your claims are not exaggerated; they should be backed up with reliable sources. In this way, you can build trust and loyalty with your customers.


3. Credible



As a brand that promotes sustainability and eco-friendly services, you must ensure that your product claims are credible. How do we go about it? To increase your credibility, conduct research that supports real information about your products; it should be legit and proven by scientific claims. Secondly, refrain from using illegitimate logos and labels on your brand, as this is one aspect of greenwashing. Make your point on point!


4. Consistent


For greenwashers, the case for making products is not about how the environment and people benefit, but only about how they benefit. When you make an honest effort to achieve sustainability and help the environment and people, the biggest threat is being labeled as a greenwasher. To avoid this, you must establish consistency with your brand. Following Steps one through three can help people easily determine that your products and services are genuinely eco-friendly and sustainable. Be consistent across all platforms!


5. Relevant


When your brand is transparent, accountable, credible, and consistent, it increases brand relevance. To strengthen your brand and be recognized as truly eco-friendly, you must share relevant information about your products and services across all platforms, especially about the impacts, plans, and progress.


Finding this article useful?


Without a doubt, when you run a business, many problems arise, and at the top of the list is competition. By following these practices, you gracefully detach your company from the greenwashing competition, leaving only a path built on authenticity and trust that distinguishes your brand from competitors.



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