By Sonali Shah
As sustainability becomes a critical component of branding, businesses must avoid greenwashing — making misleading claims about eco-friendly practices. Greenwashing risks not only backlash but also regulatory action, damaging trust and losing customers. For the print and design industries, authenticity in sustainability initiatives is essential to resonate with audiences and create genuine impact.
The cost of greenwashing
Today’s consumers are highly informed and quick to identify vague or false claims. Terms like “eco-conscious” without evidence erode credibility and invite criticism. Sustainable initiatives must be backed by transparency, data, and meaningful action to maintain trust and comply with regulations.
1. Start with genuine sustainability actions
Effective sustainability starts with operations. Businesses must focus on measurable improvements in materials, processes, and energy use:
- Materials: Transition to recycled paper, biodegradable packaging, and soy-based inks.
- Processes: Reduce waste through streamlined workflows and minimized overproduction.
- Energy: Invest in renewable energy sources or carbon offset programs.
Design agencies can adopt energy-efficient tools and digital workflows to minimize environmental impact. Tangible, verifiable changes are the foundation of authenticity.
2. Communicate with specific, transparent messaging
Vague statements like “We’re committed to sustainability” fail to build trust. Instead, focus on precise claims:
- “Our printing process reduced paper waste by 30% last year.”
- “This packaging is made from 100% post-consumer recycled materials.”
Transparency about ongoing efforts is equally important. For instance, “Currently, 80% of our inks are plant-based, with plans to transition fully by 2026” fosters trust through honesty.
3. Leverage third-party certifications
Certifications like Forest Stewardship Council (FSC) for paper products or Cradle to Cradle for materials validate sustainability claims. These endorsements assure customers of ethical practices and reinforce credibility. Design agencies can feature certified suppliers in their work, demonstrating commitment across the supply chain.
4. Educate and involve your audience
Sustainability should go beyond marketing. Share behind-the-scenes stories of sourcing materials or reducing waste through blogs, social media, or newsletters. For example, a print business could detail its journey to adopt eco-friendly inks, turning customers into advocates for its mission.
5. Track and report progress
Regular updates on sustainability goals, whether reducing energy use or transitioning to greener materials, build trust and demonstrate accountability. Avoid “green hushing,” or downplaying sustainability efforts, by being authentic and transparent.
The power of authenticity
In an era of greenwashing, genuine sustainability isn’t just ethical — it’s strategic. Consumers support brands with measurable actions and transparent messaging. For the visual media industry, championing authentic sustainability fosters trust, strengthens relationships, and drives a greener future.
Author bio: Sonali Shah is VMA’s Head of Marketing and Communications, with 20 years of expertise spanning packaging, direct mail, print, and digital media. She is also a sustainability expert, specializing in the circular economy, forest carbon, biodiversity, and water, energy, and fire resilience.