Everything wrong with greenwashing

Sustainability is not a brand aesthetic

Well, at the end of the day, advertising is all about perception. And in my experience, sustainability is difficult to make appealing. It doesn’t have the same cache as sex or coolness. It’s very hard to sell a product to consumers based off of something that has been overused like "green".

In recent years, sustainability has become a buzzword, often associated with sleek branding and marketing strategies. However, sustainability is much more than a brand aesthetic; it is a crucial aspect of our existence that must be taken seriously.

Sustainability involves meeting the needs of the present without compromising the ability of future generations to meet their own needs. It encompasses environmental, social, and economic aspects and requires a holistic approach to ensure that we leave a healthy planet for future generations. When sustainability is reduced to a brand aesthetic, it becomes a superficial trend, and companies may prioritize marketing their sustainability efforts rather than actually implementing them. This results in greenwashing, where companies exaggerate or even misrepresent their environmental or social impact to improve their brand image.

True sustainability involves making concrete changes to business practices and operations, rather than just using eco-friendly packaging or promoting a few green initiatives. It means rethinking the way products are being designed, manufactured, and delivered to minimize their impact on the environment. It also means considering the social and economic impact of business decisions on communities and stakeholders.

Companies must take sustainability seriously and not treat it as a mere branding tool. This requires a commitment to transparency and accountability, with a focus on making meaningful changes that contribute to a sustainable future. It also involves acknowledging and addressing the potential negative impacts of their operations and working to mitigate them.

But, should brands continue to greenwash?

Of course they should. How else are they going to appeal to the masses?

Sex sells, And in today's society, so does sustainability. Why not combine the two ideas? I once helped spearhead a sustainable clothing brand that was aimed at people who wanted to be sustainable and stylish. We had models dressed as sexy hippies and it boosted sales by 20%.

Don’t you see? Sex and sustainability go hand in hand.

But we should remember that sustainability is not just a brand aesthetic, but a critical component of our collective well-being. While it is encouraging to see more companies adopting sustainability practices, it is essential to look beyond the marketing and assess whether companies are making a genuine effort to improve their impact on the environment and society. Ultimately, it is only by taking concrete steps towards sustainability that we can ensure a better future for ourselves and generations to come.