Greenwashing can harm your brand’s reputation and credibility. As a beauty brand, use these three sustainable marketing tips to avoid falling into the greenwash trap.
- March 3, 2023
- Provenance
In a time where beauty giants like Bondi Sands are being caught out for greenwashing, marketing your positive impact correctly has never been more important.
The retail market is experiencing a shift towards value-driven shopping, with 79% of consumers changing their purchase preferences based on sustainability. As a result, the beauty industry is rife with greenwashing tactics to win back their customers, and shoppers are getting wise to it: 41% of beauty shoppers surveyed by The Pull Agency in 2022 said that greenwashing was now noticeable in the industry. With consumer skepticism growing, it’s perhaps unsurprising that nearly half of UK marketers are scared of communicating their company or clients’ sustainability credentials.
1. Prove your claims
Successful marketers talk the talk and walk the walk; every sustainability claim should be able to be backed up by clear, relevant evidence, accessible to shoppers. 81% of consumers say transparency is ‘important’ or ‘extremely important’ to them when shopping, so don’t shy away from sharing the proof behind your statements.
Check out our socials
Lorem ipsum dolor sit amet, consectetur adipiscing elit Lorem ipsum dolor sit amet, consectetur adipiscing elit
The latest packaging projects
Make packaging your ambassador in new markets
Is your packaging design failing to communicate?
Agile and Flexible: How Smaller Brands Can Compete With And Beat The Big Boys
Packaging is an effective way for even the smallest of brands to challenge established players and, in many instances, outmanoeuvre corporate giants with innovative products.
