The Clamp Down on “Sustainability Washing”

Sustainability is rapidly becoming a crucial part of policy making for organizations around the globe. However, we are continuing to find that some companies are painting themselves as green and sustainability-focused, but their claims can’t be substantiated.

Whether you call this “greenwashing” or “sustainability washing,” for the most part, it’s the same. These organizations use green and sustainability as marketing tools, with little or nothing to prove it.

Now countries around the globe are starting to clamp down on these organizations.

For instance, the UK Advertising Standards Authority has banned such prominent companies as HSBC and Ryanair (a low-cost airline based in Ireland) for advertising unsubstantiated green and sustainability claims. Along with having their ads prohibited, in some cases, organizations are punished with fines, and of course, the publicity can be detrimental — even backfire.

Additionally, some major companies in the banking, fashion, coffee, furniture, and retail industries, to name just a few, have been called out on social media and other forums for promoting their unsubstantiated green and sustainable claims. In some cases, while many of these organizations were promoting their sustainability efforts, behind the scenes, they were doing just the opposite.

Invariably, this reflected poorly on these organizations, caused long-term damage to their reputations, eroded stakeholder trust, negatively impacted the morale of people working for these organizations, and resulted in many younger people refusing to purchase from them again.

So, how do we turn this around? Here are my suggestions:

See Verifiable Sustainability as a Marketing Tool

Business leaders in all industries, including the jansan industry, should seize upon their provable, substantiated green and sustainability efforts to promote their brands. Going a step further, if there have been discrepancies in their past in marketing practices, they should acknowledge this and notify consumers and stakeholders that they are taking active steps to rectify the situation.

Establish Monitoring Tools

Organizations, business owners, building owners, and managers should take steps to monitor and measure their green and sustainability efforts and make these results readily available. This builds transparency and accountability, reduces the chances of perceived green/sustainability washing, and can help organizations that have misguided consumers in the past turn their reputations around.

Make It a Core Value

One of the best ways to ensure an organization is committed to sustainability is to make it a core value. This means integrating environmental and social responsibility into every aspect of business operations.

An example of this is Sumitomo Chemical, a Japanese company that has been in operation for more than 400 years. Their core values date back to the 17th century and emphasize the importance of harmony between the company, the nation, and society.

Sumitomo Chemical believes they should not pursue profits that may harm the nation, the people of Japan, or the planet, which has led them to adopt sustainability and eco-friendly practices for centuries.

Stay One Step Ahead of the Evolution

Sustainability is an ever-changing and growing industry. Business and organization leaders should stay in tune with — and one step ahead of — this evolution. Further, they should ensure their commitment and efforts are always available to consumers, stakeholders, and especially, employees. When companies focus on sustainability, it has a positive impact on staff performance and retention and gives meaning to employees’ work.

Sustainability is not a marketing gimmick. It is a long-term action plan designed to do more than protect our environment and natural resources. It’s a new way of doing business, ensuring all staff members are treated fairly, communities are protected, and profits are made honestly, equitably, and legally.

Steve Ashkin is CEO and founder of The Ashkin Group; an internationally recognized consulting firm working to?green the?professional cleaning?industry and help organizations implement effective and cost-effective sustainability programs.? Our commitment to Green Cleaning and sustainability is more than business, it is a passion, a calling, a mission in life – to transform the cleaning industry.

To contact Steve, click here .