Sustainability has become mainstream and stakeholders expect brands to act more responsibly and ethically. To meet this demand, many brands have tried to share sustainability stories with their audiences – which may not tell the whole story about a company’s actions and investments.
As brands have tried to embrace purpose, there’s a risk that a business could be using it to purpose-wash. If businesses make flimsy promises without really being committed – it’ll have a negative impact. It needs to be clear to both internal and external audiences that purpose is much bigger than a PR exercise. It needs to be credible.
You can’t just say you’re purposeful, you have to demonstrate it in actions across your business. Stakeholders are savvy and more sceptical than ever – they can see right through woolly statements and want proof that a business’s purpose is authentic.
So, businesses have to be transparent. If you want your brand’s purpose to be more than greenwash, it should be credible in everything you do – from communications, to how you perform, to how you behave.