We at Skippers Project are passionate about sustainability, and we care deeply about ensuring it is communicated correctly.
Green Companies: Authentic and Transparent
Real green companies work diligently to create products and services that have a positive impact on the environment. These companies:
- Have clear and measurable goals: Reducing CO2 emissions, using recycled materials, promoting renewable energy…
- Communicate transparently: They provide verifiable data and are open to discussing their progress and challenges.
- Embed sustainability in their mission: Sustainability is central to their business operations and guides all company decisions.
At Skippers Project, we are ready to support the communication efforts of green companies that genuinely strive for a sustainable future, and we do so with passion.
Greenwashing: When Appearances Deceive
On the other hand, there are companies that engage in greenwashing, attempting to appear sustainable without making genuine efforts. These companies:
- Use green marketing as a facade: Their products may not be as eco-friendly as they claim.
- Make vague and unverifiable statements: Phrases like “natural,” “eco,” or “green” without concrete explanations.
- Lack real impact: They often fail to take concrete actions to support their claims.
One example of exposed greenwashing involves a well-known fast food company. In 2014, the company committed to eliminating deforestation from its supply chain by 2020. However, when the deadline passed, the company claimed to be “close” to fully addressing deforestation, revealing a gap between promises made and concrete actions taken.
The company was found to be greenwashing when various environmental organizations and activist groups analyzed its claims and concrete actions. Despite its promise to eliminate deforestation from its supply chain by 2020, it failed to meet this goal. After being exposed, the company faced public criticism and a loss of consumer trust. While it has tried to improve its image with new sustainability promises, regaining credibility is no easy task.
Recovering After a Greenwashing Accusation? A Challenge…
Recovering from the reputational damage caused by greenwashing requires serious and transparent commitment.
We believe it’s better to avoid the trap altogether and refrain from communicating incomplete sustainability policies rather than presenting something as sustainable when it is not.
Here are some steps a company can take:
- Admit the mistake: Publicly acknowledge the greenwashing and apologize to consumers.
- Implement concrete changes: Adopt real and demonstrable sustainable practices.
- Communicate transparently: Provide regular updates on progress toward sustainability.
- Collaborate with independent entities: Obtain certifications from recognized organizations to ensure credibility.
- Engage with the community: Work with local communities to demonstrate commitment to environmental causes.
Helping Those Who Acknowledge Their Mistakes
Our professional ethics prevent us from supporting greenwashing practices. When we are entrusted with communicating a company’s sustainability, we verify certifications—preferably reliable ones like B Corp, ISO 14001, or Fair Trade; carefully review sustainability reports and related documentation, and analyze the consistency of actions.
While we at Skippers refuse to support communication for companies that are “green in name only,” we enjoy assisting organizations that recognize their mistakes, commit to solid sustainability policies, and wish to rebuild their reputation in line with their efforts.
It’s a long and complex process, but we are determined—truly unstoppable—and certainly not intimidated!
For an initial in-depth consultation without obligation, contact us: info@skippersproject.com
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