From people to the planet: explore our strides in social and environmental impact in 2023
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In an era where sustainability sells, it’s become all too easy for brands to overstate or oversimplify their environmental efforts. The result? Greenwashing: when messaging implies a level of environmental responsibility that doesn’t match reality. As digital marketers, we hold a unique position of power and responsibility. We’re the storytellers and messengers of brand perception. As we celebrate Earth Day 2025, we’re calling out the box-ticking trap and sharing how brands can move from performative to purposeful when it comes to doing good for the planet.
While most organizations aren’t deliberately trying to deceive, well-intentioned campaigns can still mislead when they prioritize perception over authenticity. And in today’s climate (pun intended), that kind of disconnect doesn’t go unnoticed. Consumers (especially Gen Z and Millennials) are increasingly values-driven. They expect brands to not only “talk the talk” but back it up with real, measurable action. Employees at Helen + Gertrude took a course from IAE (Institute for Advertising Ethics) Green Shield, a training program developed to combat greenwashing in the advertising industry. We learned some tools to educate ourselves, partners, and clients on ways to improve the integrity of our sustainability efforts.
1. Factual Omissions: Only highlighting the “good stuff” while leaving out the bigger picture.
Example: Promoting recyclable packaging, but not mentioning the high-emission supply chain behind the product.
2. Over-Indexing on Marketing: Investing more in promoting a green initiative than in the initiative itself.
Example: Running a campaign about an environmental commitment that gets more budget than the actual execution of that commitment.
3. Factual Distortions: Twisting, exaggerating, or framing the facts to support a greener image than is accurate. Unlike factual omission, which leaves out important details, factual distortion reshapes them.
Example: A company claims that its product produces "50% fewer emissions" than the previous version, but fails to mention that the original version was already one of the most polluting on the market.
4. Irrelevant claims: Occur when a brand highlights something that’s required by law and presents it as though it’s a voluntary, value-driven action.
Example: Advertising that your product is “free from banned chemicals”—when everyone else’s is too, because it’s the law.
5. Denial: Refusal to acknowledge environmental impact or contribution to climate-related issues, either by downplaying the severity, dismissing responsibility, or ignoring the science altogether.
Example: “We don’t believe the hype around climate change.”
Assign a Sustainability Lead. Sustainability shouldn’t be a side project—it should be part of your brand’s core values. By assigning a sustainability lead or team, you can ensure all environmental claims are properly reviewed and backed by solid evidence.
We’re huge data nerds. Don’t just claim your product is “eco-friendly”—prove it. Whether it’s through certifications (like Fair Trade or Carbon Neutral) or detailed reports on how your product is made or sourced, make sure your claims are backed by data, and share that data with your marketing team/agency! If it’s not possible to share proof, it might be time to rethink the claim altogether.
Educate Your Team on Greenwashing. Greenwashing can be unintentional and may occur if your team is not familiar with how it can show up. This is why we recommend using resources like IAE Green Shield Certification or attending industry webinars to ensure your team has a solid understanding of what to avoid.
Be cautious about using visuals that imply sustainability without concrete actions behind them. If you’re using any environmental symbols or icons, make sure they’re backed by third-party certifications or tangible results. Our design team takes a thoughtful approach to create impactful designs that carry meaning, not just empty symbols.
Work with a production team that measures their environmental impact. Traditional productions often prioritize speed over environmental impact—leading to excessive travel, wasteful prop usage, single-use materials, and no plan for leftovers or disposal. Without intentional sustainability practices in place, these can unintentionally contribute to the industry's carbon footprint and resource waste. Our in-house production team blends creativity with conscious, sustainable choices.
The key to building trust with your audience is transparency. Share your brand’s sustainability journey—what you’ve achieved and where you still have room to improve. By being open about your progress, you show consumers that sustainability is an ongoing effort, not a marketing gimmick.
