Avoiding the perils of greenwashing: how to make real impact on sustainability

With more brands prioritising sustainability, the practice of greenwashing – promoting ‘green’ initiatives which are more virtue signalling than impactful – is starting to be called out by consumers.

The global sustainability movement has grown in power and force in recent years, but alongside that rapid ascent has come an equally booming side effect – corporate greenwashing. You don’t have to scour the news too hard to find reports analysing the prevalence of this – recent statistics from the Changing Markets Foundation revealed that greenwashing is rife at high street and luxury fashion brands, with 60% of environmental claims made by fashion brands including Asos and H&M classed as unsubstantiated and misleading.’

Of course this kind of disingenuous messaging is not only a feature of polluters like the fashion...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands