“We care deeply about sustainability. That’s why our packaging is 98% plastic and ships from a coal-powered factory in another continent.”
How it kills
Brands claim to be eco-friendly but only change their website colors to green.
Produces a 10,000-word sustainability report that uses the word ”commitment” 84 times and the word ”action” twice.
Gets called out by actual sustainability experts and very, very angry Twitter users.
What Works
If you’re going to be sustainable, actuallybesustainable. People can spot greenwashing the way cats spot the one person who hates them.
Be transparent about your progress, even if it’s small. “Here’s what we’re working on” builds more trust than “We are 110% green, I heard.”
Share real impact data, not vague vibes. vibes. It might take more time, but it’s worth it—for your audience, your reputation, and, honestly, the planet.
Join Confidential
Weekly deep dives on brand crimes, real examples, and what actually works.
