Marketing Greenwashing in Marketing: How to Avoid it and Promote Truly Sustainable Practices

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As an SME owner, you're likely seeking ways to market your business sustainably. However, with all the talk about greenwashing, it can be tough to navigate.

This blog aims to provide clarity on what greenwashing is, how to spot the signs, and how to promote truly sustainable practices in your marketing efforts.

What is Greenwashing?

Greenwashing is the act of making exaggerated or false claims about a product's or company's environmental impact.

These claims are often made to appeal to environmentally conscious consumers, but they don't necessarily reflect the reality of the situation. It can be hard to tell the difference between genuine sustainability efforts and greenwashing.

Signs of Greenwashing

Here are some common signs of greenwashing to look out for:

  1. Vague or meaningless terms like "eco-friendly" or "natural"
  2. Misleading graphics or logos
  3. Claims that are too good to be true
  4. Lack of transparency or evidence to support sustainability claims
  5. Requesting you to only receive online statements rather than printed ones.

Promoting Truly Sustainable Practices

So, how can you promote truly sustainable practices in your marketing efforts? One way is to focus on measurable actions your business can take to reduce its environmental impact. For example, you could promote your use of recycled materials or your efforts to reduce carbon emissions.
enviromentally-friendly-marketing.png Find out more about our Greener credentials and Enviromentally friendly marketing.
At Flow Fulfilment, we're committed to promote sustainable practices in all aspects of our business. Beyond our ISO14001 accreditation, our leaflet distribution and direct mail services are available with carbon-balanced printing in conjunction with World Land Trust.

This means that we balance/offset the carbon emissions associated with our printing by supporting conservation projects that protect and restore forests around the world.
World Land Trust is an international conservation charity that works to protect some of the most biologically important and threatened habitats around the world.

Their work includes creating and restoring habitats for endangered species, as well as supporting local communities and promoting sustainable land use.


Greenwashing in marketing can be confusing, but it's essential to promote truly sustainable practices in your business. By partnering with Flow Fulfilment, you can take your marketing efforts to the next level while also doing your part for the environment.

With our carbon-balanced printing and support of World Land Trust, you can be confident that your marketing efforts are truly sustainable.

Next Step

We would love to help you use and benefit from truly green marketing. So please get in touch with us today for tailored recommendations.