Yeah, I think I’m a little bit odd. Sustainability is a really important aspect for me, and whatever website I’m looking to shop in, I am looking it as an investment towards that company. Especially for items that are as expensive as these [office furniture]. So I personally do a lot of research where I do want to see the reporting. I do want to see what sustainability promises they are making, and following the production and how that certain product is made.
When asked about websites that claim to a plant tree for every order…
Yeah, that’s stupid. I am thinking of maybe one notorious website that does that. One of the issues that they have encountered is that they were making those promises but weren’t upholding them. And not only were they not upholding them, they were planting trees that weren’t natural to the environment in which they were planted.
So there are so many issues regarding that, and to me that is just… that is just like an easy way for “greenwashing,” so that companies can make claims.
Paola, NJ
On an individual level, the majority of people do care for the environment, but when it comes to business and marketing, it’s just a bunch of virtue signaling.
Marketing departments in big companies love to start talk about initiatives for helping the environment or going green or giving to charitable organizations.
But are they genuine? It is something they want to make a stand for or is it the marketing equivalent of keeping up with the joneses? Everyone else is doing it, so we should too!
It is not only corporations. New ecommerce websites do it too. It’s too easy. Search for “tree” or “charity” in the Shopify app store… there are plenty of ways to show how much you care without actually supporting anything.
So why do businesses do it? It’s a bandwagon worth jumping on:
64% of Gen Z consumers are willing to pay more for an eco-friendly product.
There ya go. Sprinkle your website copy with “ethical” and “eco-friendly” and you’ve got yourself a better profit margin (these two words have no legal definition and that is why they are used often).
However, it is not only the stores. Consumer are also lazy when it comes to helping global issues:
76% reported that supporting companies that address global issues helps them feel like they are doing their part.
Consumers get to feel like they’re doing their part to save the world while shopping online. How about that convenience!
But I don’t want to be too negative here though.
For the most part, people are doing their job the best they can or shopping the same way they always have. There is no ill will. But if we take a few extra steps, we can do better and be genuine.
Rather than a click-to-donate app or plant-a-tree app, find a local charity that you feel is doing something great. Give one or two hundred bucks to them every month. That will immediately help your local community. Or spend a Saturday volunteering.
You will have a real impact on something that you care about, and others will notice when you pay it forward. It might even inspire them to join in.
Have an example of greenwashing in marketing? Comment about it below!