Do you really want to have a sustainable campaign? Then let’s talk about how to avoid greenwashing
or promoting completely opposite values.
Nowadays, the green market has established itself as a strong trend. Companies have adopted this
type of strategy through eco-friendly advertising campaigns and it has worked wonders for them.
Have you heard of IBM Munich RE or Philips? These are organisations that are sustainable and
successful worldwide.
To follow in the footsteps of these companies, you must avoid any strategy based on
deception . Instead, although the process can be complex and demanding, gradually migrate to an
ecologically friendly style of production, marketing and operation.
To do this, define your buyer persona within a niche where environmental awareness prevails and
think about how they would like you to present your products or services and adapt your infrastructure.
If you are not experienced in developing sustainable businesses , consult with experts in the field and
always be alert to the opinions and perceptions of activists, independent organizations and green consumers.
Examples of Greenwashing
Now that you know which path you should take sweden telegram data to make your company
sustainable, I am going to present a list of examples that you should not follow, that is, companies
that have tried to take advantage of greenwashing. You will surely recognize some of them:
British Petroleum (BP)
It is one of the most renowned companies it is important to note that multitasking in the oil sector,
dedicated to the extraction of crude oil and gas. It uses a green logo alluding to sustainable
operations, while its activity is considered polluting and harmful to the planet.
McDonald’s
How could you not recognize it? McDonald’s cob directory is currently running an eco-friendly
marketing campaign by painting its facades in certain European countries green, hoping to show that
the way it obtains raw materials and its work procedures are sustainable.
However, the products on sale are not entirely eco-friendly , as a lot of plastic is used and the
recycling process is not entirely environmentally friendly.
Airbus A380
This type of aircraft is promoted with its slogan ” A better environment inside and out “ , which is part
of a strategy to present itself as an ecological company, when in reality its enormous capacity to transport passengers makes it very polluting due to its high fuel consumption.
In addition to cases like these, political organizations have been accused of practicing greenwashing.
For example, many activists believe that the “clean skies plan” promoted by George W. Bush when he was president (2001-2009) of the United States of America was never intended to stop the escalation of global warming, but rather to gain popularity and increase state revenues.