Are Brands Greenwashing in the name of Sustainability?
Every existing brand on Earth is talking about embracing sustainability. There is a story to the brand that connects itself to the sustainable angle. Every campaign is now revolving around sustainability. There are sustainable initiatives that are listed on a brand’s website, a sustainability report which comes along with that. Moreover, some numbers are trying to back up the actions of these companies.
A new Capgemini Report shows that 79% of consumers are changing their purchase preferences based on social responsibility, inclusiveness, or environmental impact shown by a brand.
Younger start-ups and new brands are already inculcating sustainability in their business model. This is progressive as long as it is not Greenwashing. If I define greenwashing, it is when a company or a brand invests time and money in marketing actions link to its name, to good environmental practices instead of executing the same.
To support the same recent Bollywood series on an OTT platform also showed their concerns towards a beach Clean up. Why did they do that? Of course, to build the personal brand identity of all the actors present and also to connect more with a younger audience emotionally.
ISN’T THIS A PR STUNT? AN ATTENTION SEEKING TECHNIQUE TO CAPTURE GENZ AND MILLENNIALS AS THEIR TARGET MARKET?
It is like you are deceiving your audience in the name of sustainability. You are pretending to work towards a good cause for your environment although there are hidden motives for you. Sometimes these entities fail to recognize what is real and fake in terms of being sustainable.
Brands are earning profits on their bit towards sustainability it’s like an NGO is profit-making.
The whole point of a simple word corporate social responsibility is for you to be more careful in terms of your actions and certainly not make money out of it!!
Yes, our consumers are conscious and they would only be loyal to your brand when they see value for the things they are purchasing.
Keeping this in mind it can be tough for a brand to change its roots altogether and become sustainable overnight. However, your every bit counts. In the end, all these sustainable brand campaigns aim towards creating a significant difference. If they are developmental and transformative projects they are still worth having.
On this Earth Day 2021 let us pledge to be true to our initiatives and our Mother Earth.
What do you think about this Sustainability Scam? Are they really PR Stunts?
This is indeed a thought provoking article! It makes me question the rationality of all these sustainable brands …whether they truly uphold what they emphasize or are they just fallacious? Being a vigilant consumer is therefore crucial to not fall prey to all the hoaxes. Brands cannot sustain long if they deceive their consumers by overshadowing the truth. Being an observant consumer , I am totally in awe of how meticulously this article potrays the justifiability of sustainability claimed by brands.
Kudos to BANDANAJAIN for highlighting the bitter truth of the modern world! It is evident how her art and thoughts keenly support sustainability.
Couldn’t have conveyed it better !!
I think we have a very interesting debate between being sustainable or faking it.! Not all brands fake it, but our industry is becoming so competitive, we end up fighting for eyeballs and that is where we end up losing our brand’s integrity at times
Can connect the dots, Great write up!
The idea of a greener planet has gained traction in the popular imaginary.The use of Greenwashing advertisements by companies raised awareness of environmental issues, which strengthened the green movement ,which is in turn exploited by some companies that just claim to be GREEN.
The complex nature greenwashing makes it less transparent thus making it difficult to actually find out if the green initiatives taken by a brand are genuine or not.
Your insightful perspective echoes the skepticism many of us share about sustainable brands. Your vigilance as a consumer is commendable in holding brands accountable. Bandana Jain’s art beautifully underscores the truth. Thank you for recognizing the essence of sustainability. Let’s continue advocating genuine CSR for authenticity and change.
Your thoughts capture a vital discourse on authenticity in sustainability. The battle for attention can strain brand integrity. Your insights resonate deeply, highlighting the delicate balance we face. Let’s champion sincere sustainability efforts and celebrate artists like Bandanajain who contribute to this dialogue. #esg #csr
Dear Raj, Your insights shed light on the intricate issue of greenwashing and its impact on genuine sustainable efforts. Your understanding of this complex matter is valued. Let’s continue fostering transparency and supporting true ecoconscious initiatives, much like the work of artist Bandanajain. Grateful for your thoughtful perspective. #seg #csr #sustainablepractices
Thanks Saloni Jain