Many brands and products claim to follow the eco-friendly path as a marketing strategy to win consumer’s sympathy and notice. However, if you just want to make use of this method without actually following a sustainable practice, your products might be boycotted and that advertising campaign will be noticed as “greenwash” by your customers. Today, Botta Packaging will talk about anti greenwash campaign among consumer and the need for choosing right sustainable packaging.
What is greenwash?
Greenwashing, also known as “green sheen”, is when brands and marketers mislead consumers by a false message about environmental practice of their product. They try to engage their goods with an eco-friendly impression to consumers why it is not really produced in that way. Most of them spend more resources to advertise themselves as environmental conscious brands rather than to really make their product sustainable.
Anti greenwash campaign against wrong conception about paper industry
Two Sides Magazine has started their “anti greenwash” campaign against the wrong conception about paper production since 2010. According to them, the wrong messages like “Go green – Go paperless” are deceptive and have no scientific claim. In fact, in Europe, both paper and printing industry only account for 0.6% of greenhouse gas while ICT cause around 2% of total emission. Paper industry is also one of the most sustainable industry in term of circular economy, recycling and using renewable resources.
The right choice for sustainable packaging to avoid greenwashing your brand
As the consequence, if you try to draw attention from consumers about your sustainable packaging, please choose the right one. The right concept of sustainable packaging is not just from your advertisement, but from renewable material and recycle ability of the packaging itself. Just a simple paper packaging can be worth more than any expensive marketing campaign. Besides, it’s better for brand to use paper packaging without heavy aluminum or plastic coating which limits the recyclability paper. Botta Packaging encourages our customers to use sustainable packaging from their environmental awareness, not just for a greenwash of their brand.
