We hinted at greenwashing above, but let’s dig a little deeper into what this increasingly common phrase actually means.
We’ve all seen it in action: big brands loudly voicing their stance on the planet and throwing money at campaigns to prove they’re acting in sustainable ways.
But, unlike green marketing that actually promotes an eco-friendly product in an eco-friendly way, greenwashing is when a business spends more money and resources on marketing themselves as a sustainable brand than actually being a sustainable brand.
This is by no means a new thing. Throwback to the 80s, when Chevron (an oil company, no less) commissioned a series of print ads to showcase its dedication to helping the environment. In reality, the brand’s infamous “The People Do” campaign ran in tandem with them actively violating the Clean Air Act and Clean Water Act.
Today, greenwashing is everywhere, from fast fashion brands like Uniqlo (whose cute fictional cat, Doraemon, wasn’t quite cute enough to cover up the brand’s impact on the planet), to major banks, furniture stores, food brands (we’re looking at you Nestle), and everything in between.
Enough about greenwashing, though. Here are some actual green marketing success stories.