The CMO Show’s Post

With the ongoing impacts of #climatechange and the rise of eco-conscious consumers, businesses must evolve to stay in the game. But how do you convince consumers of your brand’s authenticity and trustworthiness in pursuit of ESG goals? And how do you strike a balance between profit and purpose? In this episode of The CMO Show, we explore these questions with two leaders in green innovation: Maria Loyez, Chief Customer Officer at Australian Ethical Investment, and Alistair Tod, Head of Marketing at Single O Coffee. Listen in to hear how these two very different businesses are united through shared values and are moving the dial toward a better, more sustainable future. https://lnkd.in/gV4hyB-p

You will lose your business if you do this (Read this to maintain credibility in your business's sustainability efforts) Yeah, you heard that right. You are an eco-friendly brand and you spend more money and time on marketing your brand as environmentally friendly than actually minimizing your brand's environmental impact This is known as GREENWASHING Greenwashing manifests itself in several ways 📌 Greenwashing misleads the public about environmental efforts 📌 It involves vague claims, misleading labels, and exaggerated improvements These practices undermine trust and delay genuine solutions. Why care about Greenwashing in business? 📌 Misleading advertising can lead to legal consequences. 📌 Greenwashing damages trust in your brand. 📌 False claims harm brand reputation. To not fall into the greenwashing trap steer clear of these pitfalls Misleading Marketing Messages → Are you making exaggerated or misleading claims about your business's sustainability practices? Lack of Transparency → Are you transparent about your environmental impact and sustainability initiatives? Failure to Back Up Claims → Are you providing evidence or third-party certifications to support your sustainability claims? Ignoring Stakeholder Concerns → Are you listening to feedback from customers, employees, and the community regarding your sustainability efforts? Focusing Solely on Marketing → Are you prioritizing marketing sustainability over actual implementation and impact? Ensure you avoid these pitfalls to maintain authenticity in your sustainability journey and build trust with your audience. Having trouble with sustainability messaging? DM 'GreenGrowth' let's transform your brand together. I am God'sfavour Your Eco-friendly Growth Partner. P.S: What sustainability effort are you making in your business? Share in the comments 👇 ♻️ Repost so other business owners can see. ---------------------------- Seeing me for the first time? I Help SaaS startups, Eco-Friendly Brands, and Professionals Integrate Sustainable Practices that Drive innovation, talent attraction, and customer loyalty. Follow/Connect with me and turn on 🔔 so you don't miss my post. #sustainability #greenwashing #mondaymotivation

To Marketers in the Food & Consumer Products Arena: Are you navigating the complex terrain of sustainability 🌿 in your marketing strategies? #EthicalMarketing #SustainableBrands 📌 Let's unpack the buzzwords and explore authentic, ethical marketing: 🔢 Key terms: 1️⃣ Greenlighting: Highlighting eco-positives, sidelining negatives 2️⃣ Green Hushing: Avoiding spotlight to dodge greenwashing claims 3️⃣ Greenrinsing: Constantly shifting ESG goals without progress 4️⃣ Greenwashing: Making unsubstantiated eco-claims 🤔 Questions to consider: How to balance transparency and positive messaging? Is silence golden or a missed engagement opportunity? How to set and meet truly impactful targets? How to ensure claims are backed by real actions? 🔍 Consumer scrutiny: Increasing environmental consciousness Scrutinizing authenticity of sustainability claims Brandalism as a watchdog against misleading practices ✨ Opportunities for forward-thinking marketers: Understanding nuances to avoid pitfalls Pioneering genuine sustainability strategies Transforming challenges into brand growth 💬 Join the conversation: How are you making sustainability the cornerstone of your marketing strategies? #GreenMarketing #RealImpact #ConsumerAwareness #EcoConscious #BrandIntegrity #MarketingEthics #SustainableFuture #letsconnect

Greenhushing’ Diminishing Returns for 58% of US’s 100 Biggest Companies (From SustainableBrands.com, shortened for LinkedIn) A New report asserts that businesses that aren't transparent on their ESG progress, for fear of greenwashing, are missing opportunities for investment and gaining credibility with consumers. New research finds that almost six in ten (58 percent) of the US’s 100 largest public and private companies are responding to greenwashing concerns by keeping quiet on genuine ESG progress. With global ESG assets surpassing $30 trillion in 2022, and Bloomberg reporting 85 percent of investors believe ESG assets lead to better returns — an assertion also supported by recent studies by Kroll and Kyushu University — companies that remain quiet on their sustainability progress may be missing out on opportunities for potential investment and connecting with consumers. This finding was also echoed by Brand Finance’s latest Sustainability Perceptions Index — which found that the world’s biggest brands are missing out on billions of dollars of potential value by failing to properly communicate their sustainability achievements and progress. The Transparency Index 2024 — published by data-insights company Connected Impact and data-science consultancy Ringer Sciences — reviewed over 600,000 external communications from 200 companies to identify the “transparency gaps” between what businesses communicate on social media about ESG topics and what they factually disclose about their targets and performance in annual reports, websites and other corporate documents. The findings reveal that only 2 percent of US companies “over-promoted” — or greenwashed — their ESG progress, with 58 percent taking the opposite route and “under-promoting” and -disclosing more factual data on ESG. In a climate of increasing regulatory and consumer scrutiny, where mistakes can result in fines and reputational damage, companies seem to be hesitant to promote their legitimate sustainability-related credentials due to fears of greenwashing accusations. This puts them at risk of “greenhushing” — when organizations choose not to publicize details of their environmental and social targets, or their plan to reach their targets, to avoid scrutiny and allegations of greenwashing. “Businesses are under increasing pressure to avoid greenwashing — with increasing regulations and potential fines for those who misrepresent their legitimate ESG efforts,” said Connected Impact CEO Dr. Lucy Walton. “But businesses must also take action to avoid ‘greenhushing’. Our data reveal that businesses are more likely to under-promote than over-promote their ESG initiatives. This cautious approach can deter investment and undermine credibility.” Only four in ten companies offered a “balanced” picture, with a minimal transparency gap — which the report suggests makes companies more trustworthy than their peers.

On Tuesday, our team attended the Isentia 'Audiences of Sustainability' 'Audiences of Sustainability' panel event, featuring industry leaders talking about how brands and audiences engage with conversations around sustainability, and how this may evolve in the near future. The panel discussed how different industries may have different responsibilities to practice sustainability, and how PR and marketing can feed into sharing this with the public in the most authentic and transparent way. The Isentia report mapped the conversations on the topic of sustainability among media and the public. It found that brands are most likely to appear in headlines and be discussed by audiences when sustainability practices aren’t met. The data showed that most of the conversations around sustainability involving brands were accusing them of greenwashing, and often the sentiment is negative and spreading misinformation, not fact. This engaging panel was super insightful and the team loved joining the important conversation around sustainability and how that reflects in our industry. #Sustainability #GreenMarketing #Agent99PR #PublicRelations #Greenwashing #CorporateResponsibility #SustainableFuture

In just 3 minutes, this video will show you how to ensure that your business or brand is never accused of greenwashing its environmental and social impact credentials: https://lnkd.in/erWkNuEp #esg #esgcomms #reputation #branding

Sustainability isn't just a trend, it's the future!  And savvy marketers are taking note. Sustainability is no longer a "nice to have"; it's a business imperative. By integrating sustainability into your marketing strategy, you can tap into a growing market, build stronger relationships with your customers, and gain a competitive advantage. Going green is good for business and these are some of the reasons : Boosts brand image and loyalty: Consumers connect with brands that align with their values. Attracts new customers: Eco-conscious consumers actively seek sustainable options. Increases sales: People are willing to pay a premium for green products. Improves brand differentiation: Standing out in a crowded market with your commitment to sustainability. Let's talk about how we can help you leverage sustainability to grow your business! #SustainableMarketing #GreenMarketing #CircularEconomy #BrandPurpose #ImpactfulStorytelling #MarketResearch #Insights

This morning at Sustainable Brands was truly inspiring! Panel discussion featuring Lola Bakare highlighting her framework for brands to be responsible marketers provided food for thought. The plenary address by Dr. Marcus Collins from University of Michigan - Stephen M. Ross School of Business resonated deeply. His powerful message: consumption is a cultural act. Those who truly grasp this will be the ones who win in the marketplace. It's a game-changer. We need to move beyond transactional models and tap into the deeper motivations and values driving consumer behavior. Understanding the cultural context of consumption is key to building meaningful connections and lasting brand loyalty. The session with Daniel Aronson further fueled my inspiration. He shed light on the measurable ROI (Return on Investment) of ESG (Environmental, Social, and Governance) practices. This wasn't just feel-good talk; it was a compelling case for integrating sustainability into core business strategies. Today's experience was a powerful mix of learning and unlearning. It's clear that the future of business lies in fostering genuine connections and prioritizing both profit and purpose. #SustainableBrands #ESG #ConsciousConsumerism #LearningandUnlearning #responsiblemarketing

Only 24% of businesses see sustainability as a competitive advantage. Well, 76% are missing opportunities. If saving the planet isn't motivation enough… Maybe these business benefits will convince you: 🗣️ Increased brand identity/awareness 💸 Cost savings and efficiency 📊 Access to new markets 📋 Regulatory compliance  🌟 Positive perception  💍 Increased loyalty Prioritising sustainability allows brands to create meaningful connections with consumers, drive innovation, and establish themselves as industry frontrunners. If you aren’t seeing the advantages now… Have you considered the impact on your business in years to come?

🌍🌱 Diving into the future of marketing and sustainability with Nicolas Lambert was truly eye-opening! Reinvent practices, guide consumer choices for a greener economy, and communicate authentically to avoid greenwashing. The shift from individual to collective needs, transforming the producer-consumer dynamic into a tripartite relationship that includes a sustainable world, and redefining marketing as "MarketEthics" are just a glimpse into the exciting possibilities! 🤔 Managing ambiguities between consumer choices and sustainable development is pivotal. It challenges us to make conscious decisions, fostering a dialogue on the regulatory role of states in shaping a responsible market. Nicolas Lambert’s book, “Le marketing peut-il sauver le monde?”, delves even deeper into these transformative ideas, providing actionable insights for marketers navigating the sustainability landscape. 🚀 Thanks to Nicolas Lambert, Hungry Minds & Cercle du Lac for sparking discussions on these vital topics! Have you encountered similar challenges in your marketing journey? I'd love to hear your insights! 🗣️ This journey promises numerous questions and possibilities for a brighter, sustainable future. Let's fuel the dialogue and drive positive change together! 💪🌿 #Sustainability #MarketEthics #MarketingInnovation #FutureForward