“We’ve all been there . . . standing in an aisle of a local grocery store, faced with a wall of products claiming to be ‘green,’ ‘eco-friendly,’ or ‘sustainable.’
In a recent article published in Fast Company, Suzy Shelley, Pearlfisher’s Sustainability and Materials Lead, addresses the crucial topic of how brands can prioritise authentic sustainability amidst the challenges of greenwashing, legal complexities, and communication hesitance. Suzy identifies three major challenges impacting transparency and consumer trust: the risks of greenwashing, the complexities of environmental regulations, and the reluctance to communicate (greenhushing).
Instead of focusing on these challenges, Suzy offers practical strategies to overcome them. She advocates for honesty, even when it involves admitting areas for improvement, as consumers appreciate that sustainability is a continuous journey. She also emphasises the importance of integrating evolving legislation into brand strategy to demonstrate compliance and adaptability and encourages a strong commitment to embedding sustainability deeply into all operations, fostering a culture of transparency and accountability.
Explore Suzy’s full article and gain insights on the three practical ways brands can navigate greenwashing pitfalls and effectively communicate their genuine sustainability initiatives. Discover the full article.
