In the run up to COP28, sustainability is once again grabbing headlines and topping corporate agendas. But using your organisation’s ESG credentials in marketing campaigns is no straightforward task. Make your claims too loudly – or fail to substantiate them – and you can be accused of greenwashing, achieving exactly the opposite of what you set out to do. On the other hand, not taking a stance on sustainability issues means brands run the risk of losing customers to greener competitors.
So, is it worth the gamble? Two marketing experts have their say.
Marketing is an organisation’s most powerful tool in inspiring collective climate action
Over the past few years, sustainability has become more and more prominent in marketing and communications. Some argue this surge is an attempt to greenwash customers into buying more products or services, but really it underscores a deeper truth – customers increasingly prize transparency and authenticity from their favourite brands.