Sustainable Marketing: Promoting Your Business Without Greenwashing
In today’s world, sustainability is more than just a buzzword, it’s a movement.
As consumers become increasingly aware of the environmental impact of products and services, many businesses in the beauty and haircare industry are seeking ways to market themselves as sustainable. However, with this shift comes the risk of greenwashing, where businesses falsely claim to be eco-friendly to appeal to conscious consumers.
The key is authenticity, not just in your marketing, but in your everyday business practices.
1. Define Sustainability for Your Business
Sustainability is a broad concept that encompasses environmental, social, and economic factors.
First, it’s essential to define what sustainability means for your business. Does it mean using eco-friendly products, cruelty-free products, or minimising water and energy usage?
Once you’ve clarified your values, ensure your marketing reflects these genuine practices.
2. Communicate Your Efforts Honestly
Honesty is key to avoiding greenwashing. Don’t make exaggerated claims about your sustainability efforts, and always be prepared to back them up with facts.
If you're working towards sustainability goals, communicate the progress you're making. For example, you can say, “We’ve reduced our water consumption by 20% in the last year,” or “The products we use are now 90% plastic-free.”
Showing measurable improvements over time will create trust and credibility with your audience.
3. Get Certified
Third-party certifications are valuable indicators that your business meets specific sustainability standards.
While not required, certifications provide additional credibility to your sustainability claims and reassure your customers that your business has been tested and verified by a trusted source.
One certification that reassures customers about your practices is B Corp.
Being B Corp certified means that a business measures its positive impact on the people and the environment. It pursues objectives that go beyond profit, starting from a regenerative, more inclusive and sustainable socio-economic model.
4. Create a Community of Like-Minded Consumers
Sustainability is a journey, and inviting your customers to join you on that journey can be a powerful marketing tool.
For hairdressers, this could include tips for maintaining healthy hair without excessive products or educating clients on the importance of choosing eco-friendly, and natural haircare items.
The brand Davines is an amazing example of how to market your sustainability
Davines is a certified B Corp brand that emphasises sustainability in its hair care products.
It uses ethically sourced, natural ingredients and eco-friendly packaging and offers a range of products tailored to different hair needs.
In their social media and website they are transparent with all their practices, from sourcing to distribution.
Davines partners with salons that commit to sustainability through energy-efficient operations and waste reduction.
They launched the Sustainable Beauty Partner program, encouraging salons to join their green efforts.
An example of what not to do is the brand Herbal Essences (Owned by Procter & Gamble)
They claim, their “Bio: Renew” range has natural ingredients and is sustainable.
However, the formulas still contain sulfates, silicones, and synthetic fragrances, which can be harmful to both hair and the environment. Also, P&G has been linked to deforestation.
