Sustainable brand communication: How to avoid Greenhushing and Greenwashing
3 Dec 2024
How can sustainable brands build trust with their customers through transparent communication, without being perceived as 'greenwashers'? Sustainability expert Mimi Sewalski explains how businesses can navigate the fine line between greenhushing and greenwashing.
„Authenticity is created when brands communicate honestly, even when not everything is perfect."
In the interview, sustainability expert Mimi Sewalski discusses the pitfalls of greenwashing and the importance of authentic communication. Her advice to companies: focus on transparency, communicate openly, and consistently work on small yet impactful steps for sustainable improvement. Sustainability is not an "all-or-nothing" issue, but a genuine opportunity to inspire customers and build long-term trust.
Insights
Transparency over perfection: Customers don’t expect perfection, but honest insights. Show what’s working well, and acknowledge areas where improvements are still needed.
Storytelling as an opportunity: Sustainable products are often high-quality products – tell their story! Authentic content convinces customers, adds value to products, and creates an emotional connection.
Growing better together: Transparency not only builds customer trust but also fosters collaboration with other businesses. Learn from one another to set sustainable standards together
Expert information
Mimi Sewalski is an author, sustainability expert, and former CEO of Avocadostore, an online marketplace for eco-friendly products. In her book "Sustainable Living Now", she demonstrates how small changes can have a big impact. Today, she advises companies on sustainable strategies and inspires with her expertise in authentic communication and responsible consumption.
