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Sustainability is a significant factor in corporate success. A sustainable business model creates business value, meets investor demand, improves brand reputation and leverages new opportunities for the brand.

Today, Green Advocacy is a practice widely used by companies and is a tool that is used to communicate the company’s commitment to producing goods and services that are environment-friendly and is used to raise awareness about pressing environmental concerns.

However, captivating slogans, emphasis on numbers and percentages and recycled packaging that unravel a sea of green proclamations are just the tip of the iceberg. Companies need to go beyond, otherwise they might inadvertently fall into the trap of Greenwashing. Very often, marketing and communication strategy that is presented as an eco-sustainable initiative turns a blind eye to the fact that the brand has not adopted any sustainability policy.

To avoid the greenwashing label, and do greater justice to their sustainability commitments, brands need to truly commit themselves to protect the environment, truthfully communicate what they are doing to create a real impact and substantiate their claims with concrete evidence and quantifiable data rather than relying solely on slogans.