How Greenwashing Could Be Harming Your Business

Introduction

More people than ever want to support sustainable, ethical businesses. But vague or misleading claims about being "eco" can do more harm than good, especially for small businesses trying to build trust.

If you’re promoting your business as sustainable, even in small ways, it’s important to do it right. Here's what greenwashing is, why it matters, and how you can market responsibly.

1️⃣ What is Greenwashing?

Greenwashing is when a brand appears to be environmentally responsible without actually doing the work to back it up.

You’ve probably seen phrases like:

• "100% natural"

• "Eco-safe packaging"

• "Sustainable solution"

But unless they are backed up with proof, these claims can be misleading.

💡 Tip: Always be specific. Say, "Printed on FSC-certified paper using vegetable inks" instead of "Eco-friendly printing".

2️⃣ Why It Matters for Irish Businesses

This is not just a multinational problem. Irish consumers are paying close attention, and local businesses are under more scrutiny than ever.

Here’s why greenwashing is risky:

✔ Customers are fact-checking and leaving reviews
✔ Social media backlash can damage your brand quickly
✔ The CCPC in Ireland and ASA in the UK are enforcing ad standards

💡 Tip: You don’t have to be perfect. It’s okay to say, "We’re working to improve our sustainability" as long as it’s true.

3️⃣ Real Example: Innocent Drinks

2022, Innocent Drinks ran a colourful animated ad saying their smoothies could help “fix up the planet”.

It sounded great, but the UK’s Advertising Standards Authority banned it - stating it was misleading and lacked evidence.

💡 Tip: Even good intentions can go wrong. Focus on what you are actually doing, not what just sounds good.

4️⃣ What Irish Businesses Are Doing Right

Ireland has a brilliant example in Bord Bia’s Origin Green programme - the world’s only national food and drink sustainability scheme.

In 2023, 97 Irish food and drink companies earned Gold Membership for hitting clear, trackable targets. Brands like Butlers Chocolates and Tirlán have held Gold status four years in a row.

💡 Tip: You don’t need to be in food or drink to learn from this. Set local goals, like using Irish suppliers or switching to recyclable materials - and share your progress clearly.

5️⃣ How to Avoid Greenwashing in Your Marketing

You can still talk about sustainability - just do it clearly and honestly.

✔ Be transparent about your journey
✔ Back claims with facts, photos or certifications
✔ Avoid vague words like “green” or “natural” unless explained
✔ Add a “Sustainability Promise” to your site or About page

💡 Tip: Even if you’re just starting out, share what steps you’ve taken so far. Customers trust progress - not perfection.

📝 Where This Idea Came From

This post was inspired by a recent read from the Digital Marketing Institute, which explored how brands risk losing trust when sustainability claims aren’t backed up with facts. You can check out their full piece here.

Conclusion

Your customers want to support businesses that do the right thing. But if your claims don’t match reality, greenwashing can quickly damage your reputation.

At Engagio.ie, we help small businesses market themselves with honesty, confidence, and clarity - online and in print.

💡 Want help crafting marketing that builds trust and keeps your brand looking sharp?
📧 Contact Engagio.ie today for content, print, and digital solutions that work..