Over the last few years, ethical and sustainable consumerism has been increasing exponentially, forecast to exceed £100bn by the end of 2021, despite the pandemic.

So it's not surprising to learn that consumers are looking to brands to take the lead and make it easier to adopt more sustainable lifestyles.

However, there is also a growing concern that brands are exploiting this demand for sustainable products, adding a token 'green' product to their portfolio to appeal to the environmentally conscious consumers.

This is known as 'greenwashing'.

So what is greenwashing?

Greenwashing is the act of misleading people into believing your brand, product or service is doing more to care for the environment than it actually is.

It's not hard to think of examples of brands that have claimed to be more green than they actually are -- and have subsequently felt the impact on their credibility and profits. All the while, the environment continues to suffer the consequences of bad, environmentally-unfriendly practises from such businesses.

Yet, 25% of consumers still want to see advertising that positions sustainability as the norm and as desirable. If your newsfeed is anything like mine, there are regular updates of a growing number of companies releasing statements on the steps they are taking, however big or small, towards reducing the impact they have on the environment.

So how can brands promote their sustainable development without greenwashing? Well, here is list of key things to avoid, collated from various sources, including Futerra, Competition and Markets Authority (CMA) and UL:

1. Be honest, don't exaggerate

Arguably, this is the most important action a brand can take. Be transparent with where your brand is in its sustainability journey and certainly do not exaggerate any claims.

Consumers want truth and honesty. So do just that. Highlight what you have achieved so far, while also acknowledging where you need to improve and what you're planning to do about it.

2. Avoid vague and irrelevant terms

For example "made from natural products" is a common phrase you hear in ads. That's great.

But aren't most products made mostly from natural products? Plastic is made from oil, a natural product.

That doesn't mean the item is an environmentally-sustainable material. Such claims are irrelevant and divert our attention from the real impact of the product on the planet.

3. Practise what you preach

Making a company more sustainable is like a lifestyle change -- not just a tick box activity. To be an authentically sustainable brand, you need to seriously address the environmental impact of your business in all areas, internally as well as externally.

Here's a great example of a campaign we ran with Nature Valley. Nature Valley promoted its new, in-store recyclable product packaging and delved into its partnership with Down To Earth. Not only did this campaign drive awareness of recycling in the US, but the brand also practised what it preached through supporting The Recycling Partnership and National Park Foundation to fund further recycling projects and protect natural areas in the States.

Don't just talk about sustainability in your advertising campaigns either. Make sure you're offsetting the carbon footprint of your campaigns and even make your media climate positive. Arrange a chat with us to find how our Green Ad Tag can do this for you.

4. Have proof

If you're practising what you preach, then prove it with the numbers. A lack of information can lead to a lack of trust.

While you're at it, make your information easy and accessible to find out on your website, so it's even easier for consumers to have trust in your brand. For example, Ecosia does a fantastic job of publicly and transparently reporting on their impact. Good-Loop also publicly releases our annual impact report, displaying not only how much has been donated, but also our carbon footprint and our internal diversity.

5. Be consistent

One ad campaign around sustainability does not necessarily mean that you are committed to combating the climate crisis either.

While Earth Day is a great day to share updates on your brand's environmental efforts, there are also countless reactive opportunities throughout the year that you can align your marketing strategy with.

6. Use legitimate accreditation

Seals of approval -- such as the Fair Trade or B-Corporation logo -- are the easiest identifiers for consumers to recognise that your brand is employing good practises. Be sure to use creditable ones that are officially recognised, rather than making up your own -- that would be greenwashing!

7. Avoid suggestive imagery

Visual aids are crucial to communicate the value proposition of a product. However, if your product is fundamentally not environmentally sustainable, suggestive imagery, such as the classic green, earthy tones, images of leaves etc. can mislead consumers to believe that it is.

The product must firstly be designed to have little or no damaging impact on the environment, before you start using 'eco-friendly' imagery. In other words, the imagery needs to be the icing on the cake, not the cake itself.

8. Don't claim to be the lesser of two evils

Just because you as a brand have adopted more sustainable practices than your competitors does not mean you are best-in-class either.

This type of messaging is like a magician's sleight of hand. It distracts consumers' attention away from the areas of your business that need improving but you aren't talking about.

Saving the planet is bigger than any individual company and requires collaboration. Take Nature Valley for example -- Nature Valley have open sourced their recyclable packaging technology, so everyone in the sector can use it.

It's safe to say sustainable consumerism isn't going anywhere. Whilst it's great to hear brands promote their purpose-driven initiatives and eco-friendly products, they also need to be conscious of how they're advertising them.

Offset the carbon footprint of your campaigns, to reinforce your brand's sustainability commitments. Build trust with viewers through purposeful advertising, to show that the brand really cares about the same causes that are important to them.

So let's collaborate as together, we can deliver better advertising.