In the wild world of sustainability, green marketing is the super star, while greenwashing is that sneaky imposter that’s getting called out left and right more and more. Greenwashing is all about pretending to be eco-friendly, but green marketing is the real deal – promoting products and practices that genuinely help Mother Earth thrive in a substantiated way. Sure, green marketing can come off as pricey and premium, but consumers aren’t always ready yet to dive into the deep end of sustainability themselves. That’s where we marketers come in, giving them a gentle nudge. Green marketing is all about creating awareness and demand for sustainable solutions by educating people and showing off your genuine green creds.  

Here’s why your business should hop on the sustainability train. 

Make a splash
Companies have the power to lead a wave of positive change. By implementing and promoting sustainable practices, you can significantly improve your sustainability impact. Plus, you’ll set a killer example for others. Sustainable practices also mean long-term savings through resource and energy efficiency, waste reduction, material reuse, and compliance. Win-win! 

Attract the cool kids
Today’s top talent and partners are all about sustainability. People want to work for companies that share their values, and partners dig collaborating with eco-conscious brands. Going green boosts your rep, making you the cool kid on the block. 

Leave a legacy
Sustainable practices ensure your company leaves a positive mark on the future. This legacy builds a strong brand reputation and ensures you’re in it for the long haul. Plus, showing a commitment to sustainability earns customer loyalty – because people love supporting brands that are genuinely making a difference. 

Build resilience
By staying ahead of government regulations, you’re not just avoiding future headaches—you’re laying the groundwork for substantiated green claims that can boost awareness and sales. Plus, when the regulatory winds shift (and they always do), you’ll be ready to ride the wave instead of scrambling to keep up. This proactive approach doesn’t just protect your business; it positions you as a leader in sustainability, earning you extra kudos from consumers and partners alike. In other words, you’re not just weathering the storm—you’re turning it into a tailwind. 

With all kinds of environmental challenges making headlines, people are on the lookout for brands that genuinely care about both people and the planet. But some companies fall into the trap of greenwashing—where their eco-friendly claims are more about show than substance. Busted! But hey, getting caught (and fined these days!) doesn’t automatically make them the bad guys. Sometimes, it’s just a reality check and a chance for a course correction. So, let’s cheer on the real efforts and help those missteps turn into genuine strides toward green goodness. 

Greenwashing comes in all shapes and sizes, and it’s our job to spot the fakes. Here are some classic greenwashing moves to watch out for: 

• Irrelevant claims: Boasting about “not tested on animals” in Europe where it’s already banned? Nice try, but no dice. 
• Visual illusion: Slapping on nature-themed images without any actual eco-friendly actions? That’s just a green mirage. 
• Clickbait certifications: Throwing around certifications without explaining or linking to them? Sounds like a self-made badge of bogus. 
• Partial sustainability: Flaunting one green product to mask the not-so-green rest? That’s a bit shady. 
• Unsubstantiated claims: Claiming to save the planet without proof? We need receipts! 
• Bait-and-Switch: Luring customers with a green product but pushing them towards less eco-friendly options at checkout? That’s not cool. 

So, how do you keep it real and green? Instead of rolling out a shiny new green product that might just add to the pile of waste, focus on what you’ve already done to make your company and products more eco-friendly. Double down on enhancing your existing services to shrink your environmental footprint while maximizing your positive impact. Selling products? Aim to use fewer resources. Create products that last longer, can be repaired, and are easy to recycle. These small but mighty changes really add up. And if launching a new green product is your first step, that’s awesome! Every green step, no matter how small, paves the way for bigger strides. Remember, it’s about making genuine, impactful changes and communicating them— not just slapping on a green label and calling it a day. 

So having that said, are you ready to go green? Here are a few things we learned along the way. 

We’ve had the pleasure of collaborating with some trailblazing companies who are killing it in the sustainability game. Here’s a peek at what we achieved together. 

Darling Ingredients
This company transforms all aspects of animal-derived products into sustainable ingredients for various industries. We teamed up with Darling Ingredients to showcase their comprehensive approach to sustainability, from sourcing raw materials to processing and distributing final products. Our collaboration focused on creating transparent, compelling narratives that underline their role as sustainability pioneers. Learn more here. 

Niaga
Niaga has revolutionized the industry by designing fully recyclable products with its partners, ensuring that products don’t end up in landfill or incineration. We worked with Niaga to optimise their value propositions and online presence that highlights their innovative approach and commitment to the circular economy. Dive into their story  here. 

HAVEP
HAVEP demonstrates its commitment to sustainability through initiatives aimed at reducing environmental impact, such as using recycled materials and improving manufacturing processes. We partnered with HAVEP to amplify their (green) message, creating engaging content that highlights their proactive approach and transparency. These efforts help connecting with eco-conscious clients and stakeholders. Get the scoop in their flyer. 

Need a jumpstart? Existing guidelines can be your best friend. They offer a structured framework to set goals, measure progress, and stay compliant. Plus, they’re packed with best practices and trends to keep you ahead. Here’s why these guidelines are a game-changer. 

Aligning with established guidelines not only helps you set realistic, actionable goals but also ensures that your sustainability efforts are credible and recognized. These frameworks provide a roadmap for integrating sustainability into your business strategy, making it easier to communicate your commitments to stakeholders and the public.  

Plus, adhering to these guidelines can enhance your company’s reputation and open doors to new opportunities and partnerships. Check these out. 

• United Nations’ SDG goals: A comprehensive framework covering environmental, social, and governance factors for holistic sustainability. Check them out here. 
• The European Green Deal: A roadmap to make Europe the first climate-neutral continent by 2050, with policies on energy, agriculture, biodiversity, and more. Dive in here. 
• The Ecodesign for Sustainable Products Regulation: A part of a package of regulations by the European Commission to significantly improve the circularity, energy performance and other environmental sustainability aspects of products placed on the EU market. Learn more here. 
• EU Regulations: The EU is working on several regulations to protect consumers and promote sustainable consumption. Get the latest here.  
• 10 R Strategies: Strategies for a circular economy focusing on waste reduction and resource efficiency. Learn about the 10 Rs here. 

Want to stay inspired? Follow these rockstars in green marketing and sustainability. 

Companies

• Ellen MacArthur Foundation: Leading the change towards a circular economy. 
• Sustainable Brands: A community of brand leaders focused on sustainability and innovation. 
• B Lab: The brains behind B Corp Certification, helping companies improve their social and environmental impact.
• GreenBiz: Your go-to for news, events, and resources on sustainable business practices. 

Persons

• Kate Brandt: Chief Sustainability Office at Google.
• Sophie Brooks: An expert in sustainable business strategies. 
• Fabian Diaz: A sustainability engineer with a passion for driving cleaner production and sustainability initiatives.
• David Green: Thought leader in corporate sustainability and green innovation.
• Pia Heidenmark Cook: A senior advisor on sustainability & ESG and former Chief Sustainability Officer at Ikea. 

Following these thought leaders can keep you up-to-date with the latest trends, innovations, and best practices in green marketing and sustainability. 

We understand that green marketing can seem overwhelming. But know that tackling sustainability issues is a massive team effort, needing everyone on board – individuals, businesses, and governments alike. Companies have a key role, but they need the right support to go all-in on sustainability. At Tech to Market, we help you shine a light on your genuine green efforts, ensuring your marketing is as authentic as it is impactful. Let’s make a difference together.  

Ready to take the next step towards sustainability?
Reach out to Marijke via +31 (0)642060097 or Marijke@tech-to-market.com to discuss possibilities. 

Authors
Sascha Bloemhoff | Marketing and Sustainability & Circular Economy Pioneer

Maria Roby | B2B Marketer

Marijke Vreugdenhil | B2B Marketer

Resources

• https://circulareconomy.europa.eu/platform/sites/default/files/building-a-circular-future-jacqueline-cramer-amsterdam-economic-board.pdf 
• https://commission.europa.eu/strategy-and-policy/priorities-2019-2024/european-green-deal_en 
• https://commission.europa.eu/energy-climate-change-environment/standards-tools-and-labels/products-labelling-rules-and-requirements/sustainable-products/ecodesign-sustainable-products-regulation_en 
• https://www.europarl.europa.eu/topics/en/article/20240111STO16722/stopping-greenwashing-how-the-eu-regulates-green-claims 
• https://www.ibm.com/thought-leadership/institute-business-value/en-us/report/sustainability-business-value 
• https://www.ipsos.com/en/perils/the-slides 
• https://sdgs.un.org/goals