Caring about the environment started as a legitimate cause and has since turned into a trend. Many companies have jumped on the bandwagon without really knowing the basic facts and ideas behind this movement. Today we’re going to take a deeper look into how to talk the talk and walk the walk when it comes to green initiatives in the promo industry, instead of greenwashing.
What Is Greenwashing?
Greenwashing is when a person or organization expresses environmentalist concerns especially as a cover for their own products, policies or activities. For example, a company might tout how they are worried about global warming, but still do nothing to regulate their factory’s use of fossil fuels.
This can be dangerous because it can mislead people into thinking they are being eco-friendly. A company might say they are advocates for being eco-friendly, which encourages people to buy their products and support them, but then the company is continuing to use practices that are harmful to the environment. More and more people are choosing to make the switch to sustainable products, but they can be swayed by marketing that isn’t necessarily representative of the company’s actions.
For distributors in the promo industry, this means being vigilant with your research and product recommendations. If a client wants a product that is sustainably sourced, make sure you are doing your due diligence to research a supplier and their production practices, or you too could be contributing to greenwashing.
If you want to learn more about how to work with eco-conscious consumers, or finding a supplier community that understands your clients, work with the experts at AIA. Our team can help in a wide range of areas from back office support, to providing impactful marketing materials.