How marketing tied to environmental activism results in ‘greenwashing’

Corporate sustainability efforts have become a year-round discussion, peaking around Earth Day as companies eagerly volunteer details on how they are environmental stewards. And while being environmentally conscious is table stakes for consumer consideration (according to Nielsen’s Global Corporate Sustainability Report 66% of consumers would spend more on a product if it comes from a sustainable brand, 73% among millennials) before waving the sustainability banner it is crucial to carefully weigh the risks vs. the reward.

Being recognized as an environmental crusader comes with a tremendous amount of accountability. When companies set public goals and then fail to maintain their promises, inflate impact or make uninformed declarations, they open themselves up to claims of “greenwashing.”

Here a few considerations to ensure you’re seen as a good citizen and changemaker, rather than just another company hopping on the eco-bandwagon.

1. It takes a village.