We know what greenwashing is, with many realtime examples popping up every day. Large corporations do very well at hiding their sustainability failings by promoting their green policies and how they are helping the world. This is where greenwashing is often hitting the headlines, but should we also be turning a focus to greywashing?

So what is greywashing?

Where greenwashing covers over the unsustainable practices of an organisation, greywashing makes it as though sustainability doesn’t exist within a business. Not through failure of sustainable practice, but rather through failure of communication. Many smaller organisations that focus solely on operating day to day can forget their values, or at least forget to present them. This is where greywashing comes into the discussion, companies that are naturally sustainable in their practice and do a lot of good, but just simply don’t shout about it.

How to know if you’re greywashing?

First of all, if you aren’t talking about any of your values, sustainable practices, or green aspects of your product then you’re not completely giving your customers what they want to hear. Greenwashing is the practice of covering up your carbon footprint with policies and practices that look good (even though they don’t really counteract the impact you’re having on the environment), but greywashing is the covering up of your positive impact and policies by simply not communicating them.

Steps to avoid greywashing

  • Talk, talk, talk! Make sure you’re talking about every bit of good that you do; praising your positive impact on people, the planet and your customers! Having an entire sustainability focused marketing campaign may be a bit too much, and steps into greenwashing/greenhyping, but sustainable messaging should be included in your comms. 
  • Outline your values and sustainable practices in your company handbook and on your website. It’s not just your customers that want to hear about your efforts, your employees are also big fans of working for a company that does good.
  • Take time to reflect on how your sustainability efforts are above the norm. If you simply have no carbon intensive overheads, then you’re ahead of the game! This can simply be using a shared office space, walking to work, and having the majority of your work day online.

Being proud of your sustainability and recognised for it

You don’t have to have B-Corp status to be seen as a sustainable company, but it is definitely something worth doing if you’re looking at promoting that side of your business. It’s not only good for external clients to see, but also good to help you keep on top of things and find new ways to be green.

Promoting what you do can have a time and place, often this is Earth Day. However, this is now largely seen as a greenwashing marketing holiday. It’s always good to participate, but choosing different dates throughout the year is good to show that you continually look to be an eco warrior. 

At OggaDoon, values are a big thing. We are a company with a strong ethos and history in sustainability and green environments and like to work with like minded organisations. Our background means that we can easily bring through the passion that we have into our clients’ comms, whilst also helping them to further gain knowledge of their own green activities.

If you’re in the sustainability space, are a green focused company, or are an organisation that just likes to do good, then get in touch with us to see how we can collaborate to get your voice heard!