When looking to spread the word about their appreciations towards the environment, organizations need to be congruent instead of inconsistent and hypocritically state that they are “green” with nothing to support the claim. They must show real actions of commitment towards these ‘green’ words. Today’s consumers are more informed than ever, and they expect brands to not only respect the environment but also offer high-quality products, fair prices, and transparent information. To gain customer loyalty, they should be willing to present their eco-labels to the market as a leading principle.
However, it’s not enough to *appear* green — companies must genuinely be green. A marketing campaign that highlights about eco-friendly aspects of a company without real, tangible actions does well to damage its brand. For example, a popular clothing store promised to give unwanted clothes to the needy under its corporate social responsibility yet ended up burning even the clothes the customers gave. That was a huge mess. But if this and other similar mischievous actions in the wake of Covid-19 do not make companies ‘stop and thin’ then very soon the efforts in sustainability will be alter negative reactions and end up in short term remedies which will leave the organization even worse off.