On this episode of the Lead With Purpose podcast host, Tze Ching Yeung talks about the words not to use to avoid claims of greenwashing (making misleading or false claims about a product or a company’s environmental friendliness to attract eco-conscious consumers).

KEY TAKEAWAYS

• Greenwashing has become a huge problem in industries like fast fashion where huge claims are made to attract eco-conscious consumers to buy their products. To avoid greenwashing claims it’s essential to be transparent and honest in your marketing otherwise you could very quickly lose all your trust and credibility from your customers.
• The word eco-friendly suggests that the product or service has minimal environmental impact. However, if not supported by evidence or specific certifications it can be considered vague and misleading. Similar is the word ‘green’ which can be seen as a generic and unsubstantiated claim, you need to specify what makes the product/service green.
• The term ‘organic’ often relates to agriculture and implies that the product is free from synthetic chemicals and pesticides. Be cautious of using it for food products because it needs proper certifications.
• ‘Eco-conscious’ indicates awareness of environmental issues but it should be accompanied by concrete actions and proof. Explain the sustainable practices you’ve adopted, what do you mean by “we’re an eco-conscious company”? Are you just thinking about being eco-conscious or are you actually doing something about it? Explain what you’re doing and back this up with proof as well.

BEST MOMENTS

‘Everything nowadays seems to be sustainable. This word implies the product/service meets the needs of the present without compromising the ability of future generations. Be cautious if the claim lacks supporting data. Provide evidence.’
‘Not all natural resources are sustainable or harmless, make sure that you clearly state what natural materials/ingredients you’re using.’
‘The word “clean” can mean a lot of things, be specific.’
‘If a product claims to be biodegradable it should decompose safely and within a reasonable timeframe in a natural environment.’

ABOUT THE HOST

Tze Ching started her entrepreneurial journey back in 2007 with the launch of a sustainable clothing and home furnishing ecommerce business. Next, she created a sustainable fashion brand.

In 2019, she launched a social enterprise to help raise awareness about the negative impact of fashion at schools and colleges.

Through the 15-year journey, she learned so much, but easily the most meaningful lesson learned was about the importance of marketing. She now focuses on channelling those insights to help others succeed, through We Disrupt Agency, a business coaching, mentoring and digital marketing company.

Tze Ching’s mission is to create a community of global change makers and to contribute to positive change in both people and planet.

CONTACT DETAILS

Tze Ching’s website: https://wedisruptagency.com

Facebook: https://www.facebook.com/wedisruptagency

Instagram: https://www.instagram.com/wedisruptagency/

Twitter: https://www.twitter.com/wedisruptagency

LinkedIn: https://www.linkedin.com/in/tzechingyeung/