One of the biggest issues companies face when on their sustainability journey is remaining authentic. Many companies want to go green, but often fall into the “greenwashing” trap. Greenwashing (a compound word modeled on “whitewash”), also called green sheen, is a form of advertising or marketing spin in which green PR and green marketing are deceptively used to persuade the public that an organization’s products, aims, and policies are environmentally friendly.

Once discovered, this can often have a negative impact, with customers viewing a company’s purported green transformation as not authentic or simply a way to make money off of something that is trending. An example of greenwashing in recent history involved Volkswagen, which, according to the U.S. Environmental Protection Agency, had allegedly violated the Clean Air Act by selling diesel motor vehicles equipped with software designed to cheat on federal emissions tests. Over the years, the company had invested millions of dollars into marketing materials claiming to be the right environmental choice; the allegations, however, had both reputational and financial impact.

More recently, the United Nations has begun to take steps to ensure that countries utilize best practices when marketing green products. Further, as reported in Vision Monday’s recent The Consumer Now report, both Millennials and Generation Alpha have pointed to sustainable products as a key driver of purchasing decisions. Building your understanding of greenwashing practices is essential to ensure patients make decisions based on information that is accurate and transparent. Here are some tips to avoid greenwashing:

  1. Avoid Misleading Labels—Consumers are not only more brand savvy, but they are also more product savvy. Ensure that the products you are selling truly reflect green and sustainable targets.

  2. Don’t Make Irrelevant Claims—Don’t be something you aren’t. Be authentic and don’t make claims about your products that aren’t true or can’t be proven.

  3. Follow Common Rules—According to the North East Recycling Council, one of the biggest complaints from consumers is a lack of standards. Ensure that your products meet or exceed standards related to green manufacturing. Many eyewear products come from Europe, which is currently working on a Green Claims Directive; this will make it even easier for companies here at home to accurately make claims about the green products they sell.

  4. Avoid Virtue Signaling—Don’t appear to be doing something because it's hip or trendy. Incorporate sustainability into your best practices in authentic ways to complement your products and services.

  5. Use Images That Reflect Your Message—Many products come with images that reflect their sustainability. Use these images wisely, and don’t be afraid to put your own spin on messaging to reflect your business's commitment to offering green and sustainable products.

  6. Consider a Product's Life Cycle—One of the major recommendations to come out of recent United Nations discussions about greenwashing is the need to consider how long a product will last. Eyewear in particular often gets replaced every two years, and this can lead to an incredible amount of waste. The United Nations suggests evaluating products by taking into consideration the raw materials and eventual disposal and packaging, and what impact both of these will have on the environment.
Going green isn’t just good for your business; it is also good for your bottom line. At the end of the day, consumers want to know that the products they are buying are having a positive impact. Choosing products that meet this need, paired with appropriate marketing, demonstrates your commitment to doing what is best for your patients and customers.