Being or appearing green: the 5 mistakes that companies should avoid

    Being or appearing green: the 5 mistakes that companies should avoid

    Here is a mini-list of the 5 miscalculations that companies tend to make when trying to go (or appear ...) green:

    Don't store avocado like this: it's dangerous

    These days, what is "eco" seems to be in fashion: companies and companies are competing for grab or eco-sustainability licenses, boasting and advertising - in a more or less coherent and well-founded way - its green credentials. A good reputation for respect and environmental protection can in fact bring enormous benefits, thanks to greater awareness, sensitivity and information on the part of consumers. Not to mention that respect for certain values ​​can contribute to "moralizing" within companies, motivating employees and making them feel part of an important, "ethical" and shareable project.





    The fact is that many brands seem to be in a hurry to attract the attention of the market for their good eco-sustainability practices and they try to grab a "green stamp" without explaining what solutions and contents are hidden behind the formula di green marketing that recur in commercials. In short, the risk of greenwashing seems to be around the corner ...

    Here is a mini-list of the 5 mistakes that companies make they tend to commit when they try to become (or appear ...) green:

    1. Eco-sustainable behaviors and practices are more expensive

    Too many companies hesitate to consider eco-sustainable policies because they assume that behaving in a green way is more expensive: a cliché that is really difficult to eradicate. If, in fact, in some specific areas introducing practices with low environmental impact can be expensive, there are many cases that show that choosing environmental sustainability helps to reduce costs. Just think of the possibility of recycle o reuse some materials, to any incentives o a determinate facilities, such as the car sharing or the use of the public transport, which can help make our work more environmentally friendly. Moreover, we must always keep in mind that "sustainability" also means making a smarter use of resources e decrease waste.

    2. Consumers are unable to detect the deception

    Nothing more false: companies should never underestimate the critical and judgmental skills of consumers. It is a strategic mistake, as well as being a bit offensive. The point is that marketing a product with green packaging or abusing terms such as "eco", "organic" and "green" does not automatically make it credible, responsible and sustainable. Consumers will read the labels, ask specific questions about the materials, use Internet to compare a company's products with those of its competitors and ultimately unmask companies boasting green credentials. Do you want to bet?



    3. Beige or brown packaging, a slogan containing the words "organic", "green" or "eco" and a logo with a green leaf are enough

    As we said in the previous paragraph, consumers are not taxable, but they inform themselves and judge. Because of this, it is not enough to appear eco-sustainable: the symbols must match some contents. The best way to be green, therefore, is to do truly environmentally friendly choices and keep a consistent behavior. Once this is done, it will be sufficient to differentiate your company with a recognizable brand and identity and communicate and promote your eco-sustainability credentials by focusing on explanatory labels legible and on a minimal and ecological packaging.

    4. It is not necessary to communicate your ecological solutions to consumers: they will discover them for themselves

    Some companies make the mistake of overestimating the time consumers have to interpret an advertisement or promotional message or to understand the ecological characteristics of a product. As we have already said in the previous points, consumers are neither stupid nor passive, but they are absorbed in their lives and their commitments. Because of this, the company has a duty to explain in the clearest and most direct way possible either its initiatives in favor of the environment is the contents and characteristics that make their products eco-sustainable.

    5. Either you are 100% green or it is not worth promoting your ecological solutions

    As we have said, consumers are increasingly attentive and can also be very critical if necessary. For this, there are companies that strive to adopt some eco-sustainable solutions within their production chain but that end up not advertising them, for fear of finding the uncomfortable and unflattering greenwasher label on. From the series: either all or nothing; since we have not managed to make everything green, it is better not to advertise those small improvements we have made, otherwise we risk making a fool of customers. To these somewhat fearful companies we must answer that the benefits that can arise from good communication, supported by solid content and factual data, are greater than any accusations or criticisms. If your company adopts truly eco-sustainable solutions and if its communication is honest and transparent, don't worry: no criticism will ruin your image or reputation. Seeing is believing.



    Lisa Vagnozzi

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