The term "greenwashing" is likely familiar to many, but what about "greenblushing"? Don't be alarmed—greenblushing is a relatively new concept that highlights the influence of consumer choices, as you will discover throughout this article. With the growing demand for eco-friendly products and environmentally responsible business practices, there is a noticeable shift toward conscious consumerism. It is now more critical than ever to understand these terms to make informed purchasing decisions. As environmental issues have taken center stage, these terms have become incereasingly prevalent and widespread. Companies are navigating the delicate balance between greenwashing and greenblushing in a competitive marketplace.

In simple terms, greenwashing occurs when companies portray themselves as environmentally progressive when they are not. Some companies invest more in marketing themselves as eco-friendly than in actually reducing their environmental impact. Avoid supporting such practices! These tactics can mislead consumers who are conscientious about their purchases, leading to a cycle of distrust. To illustrate the severity of this issue, a study by TerraChoice Environmental Marketing found that 99% of 1,018 common consumer products, ranging from toothpaste to printers, were guilty of greenwashing.

Greenwashing can be driven by manipulative intent (as seen in BP's rebranding from "British Petroleum" to "Beyond Petroleum" to shift its image away from oil and gas, while doing little to change its business). However, it can also occur in companies that are simply opportunistic, overenthusiastic, or uninformed. These companies don't need to be boycotted—they need guidance (and we're here to help!).

Many businesses in the impact sector fear 'accidentally' greenwashing, especially given the trust that can be eroded by a significant misstep. So how can you avoid greenwashing in your impact brand?

Start with honesty. "Green" claims should not originate in the marketing department; instead, build positive practices internally before crafting a narrative. Avoid using misleading labels like "100% organic" without substantiating information.

• Provide quantitative evidence to support your claims rather than relying on vague language. Align your impact stories with data to validate your assertions.

• Avoid overemphasizing a single green attribute if other significant areas of your business do not align. For example, a clothing company might use "natural" materials while manufacturing under exploitative conditions.

• Transparency is crucial. If your company isn't entirely "green," acknowledge it. Identify areas needing improvement and communicate your plans for addressing them. Consumers value honesty, which fosters a stronger connection to the brand.

• Engage your stakeholders by soliciting feedback from employees, consumers, partners, and the community regarding your green marketing efforts.

• Seek third-party verification. This provides an external review of your claims, adding credibility and trust for your stakeholders. (Interested in starting? Contact our team to see how we can assist!)

One strategy we don't recommend is remaining silent. Let us explain.

While greenwashing is a well-known term, there is another side to consider: greenblushing. 

Too often, companies hesitate to celebrate their sustainability achievements for fear of being accused of greenwashing (or because they are waiting for perfection—a day that never arrives). This is greenblushing. When companies remain silent about their positive impact and the methods they employ, it can be as detrimental as greenwashing. Why?

The impact business movement relies on authentic businesses vocalizing the role of business in creating better futures. We need impact businesses to take a stand and offer stakeholders something to rally behind. When businesses don't communicate their positive contributions, customers cannot make informed choices to support better brands. When businesses don't share their achievements, investors and funders cannot assess whether their investments drive positive effects for people and the planet. When businesses remain silent, communities miss seeing an alternative to "business as usual," leading to disenfranchisement, disillusionment, and disengagement.

Communicating your sustainability story can inspire those unaware of the potential for using business as a force for good. So how can you avoid greenblushing in your impact brand?

• Just start! Begin by sharing the changes you are creating and the role of your business, product/service, and industry in fostering a better world.

• As with greenwashing, start with data, measurements, or proof points of your progress. The more numbers, the better! This provides your audience with concrete evidence of your achievements.

• Communicate your future goals. Brands often hesitate to discuss their current state because they recognize room for improvement. Share your story. Discuss your aspirations and how you will measure success.

• Follow up. If you've made a commitment, regularly report on your progress. Whether it's every three months, six months, or annually, keep your community informed about your advancements and challenges. Sharing where you haven't succeeded demonstrates your humanity and offers an accountability mechanism to adjust your strategy.

• Identify opportunities to address sustainability within your company, then develop and implement a strategic campaign to highlight these issues and raise awareness.

Ethical consumerism, characterized by spending on green and fair trade products, is on the rise, with double-digit growth recorded annually. Research indicates that consumers expect retailers and manufacturers to address various sustainability issues, such as climate change. Your customers and community are paying attention.

More people are visiting the sustainability section of your website to learn about your efforts to improve the community you operate in. Finding this balance can be challenging, but we know you're up for it! If your intentions are genuine and aligned with your value proposition, it's time to start communicating. Let's refine our impact communication efforts and get in shape!