Nehir Solmaz

In recent times, pinpointing greenwashing has become increasingly challenging. As you walk down Grafton Street with your no-straw mug and reusable tote bag, your perceptions are shaped by subtle messages, leading you to trust companies that give out false promises. Without even realising it your perceptions are shaped by these messages, leading you to trust companies who claim to be sustainable yet may lack a genuine commitment to the environment.

You care about what you consume because you care about the planet; therefore, you choose the green market. But what exactly is the green market, and is it green because such companies care about the planet as much as you do, or are they simply checking a box?

Sustainability in the Spotlight

As a conscious consumer, it’s safe to assume you engage with ethical consumption for the greater good of the planet by way of choosing green products or service offerings. However, this green market is often blurry and questionable, leaving you to wonder how ethical the green market claims to be – if they are ethical at all. This raises many questions about the sustainable ethos of many businesses, particularly their intentions when it comes to implementing sustainable initiatives.

On 1 January 2016, the 17 United Nations Sustainable Development Goals were officially adopted by world leaders. These goals not only foster economic growth and social welfare, but are also integrated into social systems to tackle a plethora of challenges while highlighting the urgency of addressing climate change. With the UN hitting the gas pedal on going green, there has been a surge in companies adopting green branding, often presenting themselves as eco-friendly without making significant changes to their environmental impact.

By the 2010s, being sustainable had already evolved into a mainstream expectation for companies. However, what really led to many consumers favouring eco-friendly products and practices was the power of social media. In August of 2015, marine biologist Christine Figgener posted a graphic video of herself and team pulling a plastic straw out of a turtle’s nostril, grasping over 35 million views. With this growing influence of social media, consumers began to realise the alarming impact simple consumption experiences had on the earth, leading to a mass desire to be more sustainable. 

In 2018, Starbucks began using paper straws as a sustainability incentive, closely followed by McDonald’s. In 2020, the UK banned plastic straws entirely. Such acts of eco-friendliness within the global market quickly caught people’s attention. Consumers were intrigued by the prospect of having a positive impact on the earth simply by drinking their frappuccino with a paper straw or shopping from the new H&M “Conscious Collection”.

A 2020 McKinsey US sentiment survey revealed that over 60% of customers are willing to pay more for sustainable products. Similarly, research conducted by Nielsen IQ found that over the past three years, sales of “zero waste” products in the global market have seen a surge of 34%. These statistics highlight not only a strong consumer preference for eco-friendly options but also a clear recognition from market leaders that consumers actively seek sustainable choices. This demand is reshaping advertisement strategies of most industries, in some cases pushing them to prioritise green marketing rather than actually environmental responsibility.

Sustainability or Superficiality? 

The burning question: are companies committed to long-term sustainability or just simply “greenwashing” to capitalise on consumers’ good faith? Companies use greenwashing tactics to boost sales and benefit from sustainability-centered consumer demand. According to Zippia, 58% of global companies are guilty of greenwashing. Since consumers are willing to pay more for sustainable products, greenwashing has evolved to be one of the most effective modern marketing techniques despite its unethicality.

Since green marketing is actively shaping consumer preferences across the market, businesses are facing a critical decision: invest in real sustainability or risk losing consumer trust. If companies fail to back their claims with meaningful environmental action, they are likely to face reputational damage and scrutiny.

Genuine sustainability is a long-term competitive advantage if companies integrate eco-conscious practices into their business models. Brands like Lush, Patagonia, and Uncle Studios have successfully constructed their reputations, embracing true sustainability. Notably, Patagonia not only uses recycled materials in its products but also motivates their customer base to repair and reuse their gear rather than buying new items and declaring earth as its sole shareholder. Similarly, Lush focuses on package-free products, ethically sourced ingredients and demonstration of strong commitment to ecological welfare through active engagement in reforestation, renewable energy, animal conservation and sustainable supply chain initiatives.. These companies have developed a powerful consumer base fueled by trust and loyalty, proving that authentic sustainability can drive long-term financial success. 

On the other hand, globally recognised brands like H&M and Nestlé have faced immense backlash for greenwashing despite strong financial performance. They have used green marketing as a PR strategy without engaging in meaningful changes in production or sourcing. For example, H&M’s “Conscious Collection” promotes sustainable fashion, however it was revealed that the brand engages in overproduction and exploitation, contributing to massive textile waste and unethical practices. Similarly, Nestlé, states that the company is committed to making 95% of its plastic packaging recyclable or reusable, however reports suggest Nestlé is a part of a group of five firms responsible for 24% of global plastic waste. 

Future or Fad?

Although greenwashing violators may attain strong financial returns, their business strategies are not sustainable in the long-run. In an era of digitalization, consumers are more knowledgeable than ever on climate change, sustainability, and ethical consumption. Therefore, businesses must demonstrate long-term commitments to achieving environmental sustainability rather than relying on deceptive marketing tactics. By embedding sustainability into the core of a company’s operations rather than using it purely as a marketing tool, brands can differentiate themselves, boost their supply chain efficiency and green branding. 

However, the question still remains: is sustainability truly reshaping the business landscape, or is it just a trend that companies have turned into a marketing tool? As regulations tighten and consumer awareness grows, businesses that embrace real change will likely emerge as industry leaders, while those that engage in greenwashing may struggle to keep up in the long-term. The future of marketing is not just green; it is one which favors accountability and is driven by businesses who understand that sustainability is essential for long-term success.