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.

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.