Just Talking About Sustainability Efforts Leaves Consumers Unimpressed

Marketers face a bevy of challenges when it comes to promoting their environmental activities

By Chuck Kapelke

Brands will most likely face a severe backlash — and accusations of greenwashing — unless they can show the public that their sustainability activities are making a tangible difference in protecting the environment. Simply advertising their efforts with aspirational messaging won't cut it with discernible consumers.