Our previous article outlined the definition of greenwashing and what can happen if a brand is found to be advocating misleading sustainability claims. Here’s how you can avoid being accused of greenwashing by executing sustainability communications correctly.
Fewer (sweeping) pledges, more actions
A 2021 report suggested that at least 21% of the world’s 2,000 largest public organisations have declared their net-zero commitments. However, it is easy to find multiple examples of companies’ performances falling short of their pledges.
It’s essential to set an achievable goal and put forward tangible steps to reach it. Though less attention-grabbing than ambitious promises, realistic green initiatives can go a long way in maintaining stakeholders’ trust by showing them that you walk the talk.
Own your missteps instead of spinning them
In the face of any greenwashing accusations, ensure you are shown to duly examine the issues and take corrective actions if such accusations are proven true.
While putting a positive spin seems like the easier option, it can result in further backlash and exacerbate the situation. The bottom line to effectively retaining your credibility and relationships lies in honesty, respect, and transparency when handling accusations and being accountable for misconduct.
Promote sustainability at large
Besides clear messages on how eco-friendly your products or policies are, community initiatives can help portray your company as a significant change agent by attracting stakeholders’ attention towards looming climate risks and educating them on proactively mitigating them.
By taking a broad approach, you are less likely to be viewed as an organisation that overstates your green attributes and leverages sustainability for sheer commercial purposes.
As more people demand environmental contributions from companies, communicating your green efforts with authenticity can strengthen your relationships with key stakeholders.
At Midas PR, we are experts in identifying the right messages and underlining your business’s sustainable highlights to drive a positive brand image.
If you want to bolster your communication efforts with tailored green campaigns and narratives, contact us for a consultation by visiting www.midas-pr.com or emailing us.