Disruptor London reposted this
💚 Product Marketing & GTM Strategist | Climatebase Fellow - Cohort 4 | Nonprofit & Community Impact Leader
🚨 Here’s a wild stat: 70% of consumers say they prefer sustainable products...but only 35% actually buy them. Source: McKinsey & Company (https://lnkd.in/gxwyVwFD) So, what’s the deal? Trust issues. People want to support brands that do the right thing, but they’re bombarded with vague claims like: ❌ “Eco-friendly” (Cool, but… how?) ❌ “Sustainably sourced” (According to whom?) ❌ “Carbon-neutral by 2050” (So… what are you doing now?) This is the greenwashing gap—and it’s killing credibility. Consumers are skeptical, and honestly? They should be. Too many brands throw around feel-good buzzwords with no proof. If we actually want people to trust and buy sustainable products, we need to close that gap with real transparency. Some brands are actually walking the talk: 🌿 Tropic Skincare – Not only are they transparent about their ingredient sourcing, but they also openly share their sustainability efforts and impact reports. 🌿 Disruptor London – A smaller brand making waves by focusing on ethical sourcing and clear communication about their environmental impact. 🌿 UpCircle – Pioneering circular beauty by repurposing food waste into skincare products while being fully transparent about their processes. How brands can actually build trust: ✅ Third-party verification: Certifications like B Corp, Fair Trade USA, or Climate Neutral add credibility. ✅ Impact reporting: Show your progress—actual numbers, not vague commitments. ✅ Clear, simple storytelling: Break down sustainability efforts in a way that makes sense (no corporate jargon). ✅ Avoid “greenhushing” (yes, that’s a thing!): Some brands stay too quiet about their impact to avoid scrutiny. Consumers want honesty, not perfection. What would make you trust a brand's sustainability claims? Would third-party verification help? More data-backed storytelling? Stronger regulations? Drop your thoughts below!⬇️ #SustainableBranding #EthicalMarketing #GreenMarketing #ClimateComms