Consumer trust in sustainability claims is dwindling, with 57 percent of people believing that brands exaggerate their environmental efforts. As demand for ethical and eco-friendly products grows, businesses must integrate credible business sustainability strategies to navigate the fine line between authentic green marketing and misleading claims. Consumers are increasingly scrutinising corporate responsibility, making transparent, verifiable communication pivotal. Continue reading as we explore the latest green marketing trends shaping the future of sustainable business.
A recap on green marketing
Green marketing refers to the practice of promoting products, services, and business practices that are environmentally friendly and sustainable. It focuses on highlighting a company’s commitment to reducing its environmental impact, whether through sustainable sourcing, eco-friendly packaging, carbon reduction initiatives, or ethical business practices.
Types of green marketing
Green marketing encompasses various strategies that businesses use to promote environmentally friendly products, services, and initiatives. Below are the key types:
- Eco-branding: Companies integrate sustainability into their brand identity through ethical sourcing, eco-friendly materials, and transparent commitments.
- Sustainable product marketing: Businesses highlight environmental benefits such as biodegradable packaging, recyclability, and energy efficiency.
- Green packaging: Brands reduce plastic waste by using biodegradable, compostable, or recyclable materials.
- Green certification and labelling: Third-party certifications validate sustainability claims, enhancing consumer trust.
- Green advertising: Brands use eco-conscious messaging and imagery to promote sustainability efforts effectively.
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Key green marketing trends to watch out for
As sustainability continues to shape consumer preferences and business strategies, companies must navigate the fine line between authentic environmental efforts and misleading claims. Below are some of the green marketing trends to watch out for.Â
1. Greenwashing
Greenwashing happens when companies make misleading or exaggerated claims about their sustainability efforts to appear more eco-friendly than they actually are. This tactic is often used in marketing to attract conscious consumers while masking unsustainable practices. For example, a fast fashion brand launching a “sustainable collection” while continuing mass production using non-renewable resources and unethical labour practices.
2. Green hushing
Next on our list of green marketing trends to be conscious of is green hushing. This is where companies deliberately underreport or downplay their sustainability initiatives to avoid scrutiny, criticism, or accusations of greenwashing. While this reduces reputational risk, it also limits transparency and slows industry progress. An example of this would be when a corporation sets ambitious climate goals but keeps progress reports internal instead of publicly sharing its sustainability journey.
3. Greenshifting
Greenshifting occurs when companies shift the responsibility for sustainability onto consumers instead of addressing their own environmental impact. This tactic often appears in marketing campaigns that encourage customers to make greener choices without tackling corporate sustainability issues. An example of this would be a beverage company urging consumers to recycle plastic bottles while continuing to use excessive single-use plastics in their packaging.
4. Greenscamming
Greenscamming refers to businesses making sustainability commitments without real action, using empty promises to boost their brand image. These companies may set ambitious targets but fail to implement strategies to achieve them. For instance, a multinational company pledging to reach net zero by 2050 without outlining specific milestones or measurable steps to cut emissions.
5. Greencrowding
Greencrowding is when businesses within an industry move collectively at the slowest pace possible on sustainability efforts, using the group dynamic to avoid accountability or pressure for faster action. An example of this is when fashion brands sign up for voluntary sustainability commitments but make minimal changes, relying on the lack of strict enforcement to delay action.
6. Greensurging
Finally, on our list of green marketing trends is greensurging. This was born from the rapid rise in demand from consumers, investors, and regulators for businesses to take meaningful sustainability action. Companies that fail to keep up with these expectations risk falling behind. For example, major corporations investing in circular economy models and carbon reduction technologies to meet increasing regulatory and consumer demands for sustainable products.
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Green marketing examples: Who’s doing it right?
Here are three organisations excelling in sustainable communications whilst avoiding the pitfalls of the above green marketing trends.Â
Ecover – Eco-friendly cleaning products
Ecover, a Belgium-based cleaning brand, champions sustainability with plant-based ingredients and biodegradable packaging. Its “Refillution” campaign encourages in-store refills, reducing single-use plastic and making eco-friendly choices more accessible.
Who Gives A Crap – Sustainable toilet paper
Who Gives A Crap markets its 100 percent recycled and bamboo-based toilet paper with humour and purpose. It avoids plastic packaging and donates 50 percent of profits to improve global sanitation, reinforcing its sustainability commitment through engaging, mission-driven campaigns.
Eileen Fisher – Ethical and circular fashion
Eileen Fisher integrates sustainable fabrics, regenerative materials, and circular fashion into its business model. The Renew program repurposes worn clothing into new designs, promoting slow fashion and reducing textile waste while maintaining brand transparency.
Conclusion
Authentic sustainability communication is more important than ever, as consumers demand transparency and hold brands accountable for their environmental claims. Businesses that align their messaging with real action will build trust, strengthen brand reputation, and stay ahead of evolving expectations.Â
Understanding green marketing trends like greenwashing, green hushing, and greensurging is key to avoiding missteps and ensuring sustainability efforts resonate with stakeholders. Gain the expertise to craft credible and impactful green messaging with our online, self-paced Certificate in Green Marketing and Communication course.Â
