Marketing without greenwashing

I’d changed! I wasn’t automatically selecting my usual brands in the supermarket but comparing their environmental credentials. Questioning whether they were produced in this country; the type of packaging they were in and whether they could – or more specifically, would - be recycled. Also wondering if the carbon footprint of items imported would be better or worse than those transported across Australia.  

I knew I was joining an increasing number of consumers who do the same… According to a 2022 report by the Australian Consumer Policy Research Centre, over 45% of people always or often consider sustainability as part of their purchasing decision-making process.

With consumers often willing to pay more for a product or service due to the environmental or sustainability benefit they are being promised, it is not surprising that companies are increasingly highlighting their sustainability activities within their marketing campaigns – from how products are made, marketed and delivered as well as their disposal, circularity and end-of-life credentials.  

It’s not just consumers looking to change. In the B2B space, 62% of European packaging experts expected their company to increase their budgets for investing in sustainable packaging material over the next five years, with a further 23% expecting to see budgets increase dramatically.

And, as more stringent regulations come into place, now is the time to check what your company is saying about its products and services. Businesses must be able to back up the claims they are making for example, through reliable scientific reports, transparent supply chain information, reputable third-party certification, and other forms of evidence. In other words, marketing without greenwashing.

#sustainabilitymarketing #profitforpurpose #avoidinggreenwashing

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Hannah Welch is an experienced B2B marketing consultant, who works with companies to create business growth through strategic marketing.

Ask her how she can help you.