How can you make sure that marketing and sustainability departments are aligned to prevent greenwashing?

We had a fantastic time at Futurebuild yesterday! It was great to catch up with Interior Design Declares - UK and join Charlie Martin from The Anti-Greenwash Charter for their panel session on "Governance as the Keystone: Fostering Synergy Between Marketing and Sustainability to Avoid Greenwashing." Thanks to the panellists:

- Syranita Harrison from Sentry Doors Ltd
- Charlie Law from Timber Development UK
- Timothy Clement from Morgan Sindall Construction
- Jamie Shaw from Karndean Designflooring

The panel shared valuable insights on striking a balance between sustainability and marketing, the pivotal role of governance and leadership in driving sustainability forward, and how to steer clear of both greenwashing and greenhushing 🤫🍃

Our favourite quotes from the panel that resonated deeply with us was that when working in sustainability, the answer is often 'yes, but…' or 'well, it depends…,' highlighting the nuanced nature of addressing sustainability challenges. While there might not always be a clear-cut solution, engaging in discussions and collaborative efforts is key to finding the best path forward for your business.

Here are our key takeaways from the session:

✽ Greenwashing is a symptom of human behaviours, well intentioned initiatives can sometimes be overshadowed by misleading marketing practices.

✽ Make sure you’re educating the right individuals in your business on sustainability. Everyone can champion sustainability, so make sure your employees are well-versed in what sustainability means for your business.

✽ Provide your team with the right language to effectively communicate your sustainability efforts to external stakeholders. This builds brand credibility and gets your message out to a wider audience.

✽ Direct your efforts towards taking action on sustainability, then you’ll naturally accumulate authentic stories to share, eliminating the need for greenwashing.

✽ Substantiate your claims with evidence, and be careful of the grey area that exists when speaking about sustainability by being open and honest at all times.

Remember, genuine commitment and actions speak louder than any marketing strategy when it comes to sustainability and making a real impact as a business 💚