Wondering what is greenwashing? In this way, we define a marketing procedure aimed at misleading customers who are willing to choose products and services from environmentally friendly companies. Experts urge that some brands spend a lot of time and effort to give the impression that they emphasize ecology. Unfortunately, the reality is often different.
What is greenwashing?
We deal with the phenomenon of greenwashing when a company emphasizes in its marketing messages that it pays attention to ecology, while not taking action for sustainable development. No wonder that many consumers are skeptical about such assurances. Emanipulation is becoming wider and wider, so you should be especially careful when shopping.
The latest research shows that Generation Y, also known as the Millennium Generation, can pay more for a product that serves the environment. Experts argue that eco-marketing It will work not only in the case of enterprises related to the nature protection industry. Cosmetic, clothing, jewelery, electronic and automotive brands can also include it in their strategy. Unfortunately, many companies use unfair practices to whiten their image.
We can talk about greenwashing when brands try to hide the unfavorable features of a product or service. The popular sins of such brands also include the lack of credibility of certificates, being imprecise in advertising messages, or the use of false, eco-similar labels.
How to effectively promote a company?
Nowadays, consumers pay more and more attention to whether the selected company operates ethically. Before they decide on a product, they check whether a given brand is involved in matters important to society. Many customers give up the offer of a company whose activities are harmful to the environment. Experts remind you that CSR concept it does not come down to a marketing campaign or a one-off initiative, but is a permanent element of the brand identity.
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By the way, it is worth taking a closer look at one of the marketing tricks known as greenwashing. In this way, companies not only manipulate customers with low environmental awareness, but also harm the environment. First of all, they advertise products and services that do not deserve to be called ecological. Second, it unnecessarily gives customers a sense of satisfaction. Third, it alienates them from companies that really care about the planet.