By: Celeste Barron, 1903 Public Relations
As people become more aware of environmental issues, they increasingly want to support companies that truly care about the planet. “Going green” is no longer just a nice idea; it’s a necessity that consumers and enterprises are willing to invest in. But as more brands claim to be eco-friendly, it can be hard to tell who’s genuine and who’s just pretending, a practice known as “greenwashing.” Greenwashing happens when a company makes itself appear more eco-friendly than it really is. At 1903 Public Relations, we help brands talk about their sustainability efforts clearly and honestly, so they can build trust with customers.
Why Being Honest About Sustainability Matters
Being transparent—that is, open and honest—about sustainability is essential for building trust. Today’s customers can usually spot when a brand is overhyping its green claims. When companies are upfront about both their wins and their challenges towards sustainability, it builds trust with their audience. Third party certification of claims can also help organizations speak confidently about their efforts to lower emissions, clean up a supply chain or reduce packaging.
PR experts guide brands to share their sustainability stories in an honest, down-to-earth manner. If a company is publicly traded and required to report on sustainability efforts, using the right language to describe progress can be important, especially for aggressive goals. When brands set realistic goals and communicate openly, they build credibility and a reputation for genuine, responsible growth.
How PR Firms Can Help Brands Communicate Truthfully
At 1903 PR, we work with companies to create trustworthy, easy-to-understand messaging around their efforts. Here’s how we help:
- Sharing Progress Along the Way: Brands don’t have to be perfect. We help companies share updates on both their successes and the areas they’re working to improve. When brands are open about their challenges, it builds an even stronger bond with their audience
- Setting Realistic Goals: We work with brands to set clear, achievable goals that match their values. Rather than making grand claims, we help companies focus on meaningful goals that are truly achievable.
- Building Credibility with Certifications: Working with well-respected eco-certifications like Fair Trade or Energy Star adds weight to a brand’s claims. We help brands find the right certifications and accreditations to back up their eco-friendly efforts.
A Lesson Learned: H&M’s Misleading ‘Conscious’ Collection
H&M faced significant backlash for its “Conscious” collection, a line of clothing marketed as sustainable. Investigations revealed that many items in the collection did not meet the environmental standards implied by its branding, with claims of using eco-friendly materials often exaggerated or inaccurate. This led to accusations of greenwashing, as consumers felt misled by the company’s marketing.
In 2022, a class-action lawsuit was filed against H&M in the U.S., accusing the company of deceptive advertising practices. However, in 2023, the lawsuit was dismissed, with the court ruling that the claims lacked sufficient evidence to proceed. While this dismissal resolved the legal dispute, the controversy damaged H&M’s reputation and brought increased scrutiny to its sustainability practices.
H&M’s case study shows what can happen when a company exaggerates its eco-friendly claims. It’s a reminder that businesses need to back up their green promises with real actions. Being honest and clear about sustainability efforts is key to earning and keeping customer trust—and avoiding similar mistakes. H&M ended up issuing an apology and removing all environmental scorecards off their site.
Building a Sustainable Future with Integrity
The path to real sustainability isn’t always easy, but brands that are open and honest earn lasting trust from customers. At 1903 Public Relations, we help brands tell their sustainability stories in a way that’s real and straightforward, so their efforts come across as authentic and trustworthy. By focusing on genuine progress and clear messaging, companies can avoid the pitfalls of greenwashing and create stronger, lasting connections with customers.
Sustainability is a journey, and by embracing honesty every step of the way, brands can make a positive impact that benefits both their business and the planet.
Give Us a Call
Are you ready to talk about your brand’s sustainability journey in a way that feels genuine and builds trust? At 1903 Public Relations, we’re here to help you create a clear, honest message that reflects your commitment to the environment and eco-friendly initiatives. Reach out to us at [email protected] or give us a call to start sharing your authentic sustainability journey today!
Schedule a Meeting Today
