Danny ChenMarketing is about attention and perceptual load; It fosters public trust with communication.
When it comes to climate action, marketing helps different stakeholders learn the actual positive impacts, and the effort required. As a stakeholder who supports climate action through consumption, investment and promotion, here are 3 practical actions to stop common greenwashing practices.
Setup the minimal bottom line for sustainable marketing: In a transition phase, each stakeholder has different definition of greenwashing. The point here is not to compare with others, but setting up the bottom line that you could accept and be willing to practice in your daily life.
Search for credible, transparent information: Often times, certifications are an easy, efficient way to identify the climate practices. Globally, we have more than 450 ecolabels issued from various standard bodies and regulations. Knowing the impacts behind each label will help support the efforts you aspire to see in the future.
Engage with consumer protection agencies: For positive claims that are significantly overstated without any clear definition and solid evidence, we might consider noticing consumer protection agencies for further investigation to reduce marketing pollution.
As we all know, the more marketing matters, the deeper the harm of greenwashing. Nonetheless, in the era of information overload, people often have limited attention with low perceptual load.
For stakeholders not in the sustainability industry, the term “greenwashing” may be overused as a weapon for irrational blacklash due to implicit conflict of interests. Accordingly, having an independent judgement with critical thinking and logical reasoning are the foundation to support the net-zero transition in the long term.
