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Marketoonist is the thought bubble of Tom Fishburne. Marketing cartoons, content marketing with a sense of humor, keynote speaking.

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sustainability marketing

February 28, 2021

Sustainability cartoon
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EcoVeritas CEO David Harding-Brown recently observed:

“Sustainability as an umbrella term is becoming meaningless; a series of macro statements that consumers can no longer relate to or engage with.”

A consumer protection group called ICPEN recently found that 42% of sustainability claims made by brands online were “exaggerated, false, or deceptive.”

In 1983, an undergrad named Jay Westerveld coined the term “greenwashing” after seeing a “reuse your towel to help save the environment” card in a Fiji hotel that was simultaneously doing a construction expansion in a sensitive environmental area.  

In the 40 years since, greenwashing as a practice has continued to muddy the whole conversation around sustainability and complicate the important role that brand owners can play.  

There will always be tension between sustainability and marketing. I like this perspective from Harriet Vocking, chief brand officer at Eco-Age:

“Avoid hyperbole and focus on clarity. Don’t use the word ‘green’ unless you’re describing a colour. It’s a reputational risk to make claims you can’t substantiate…

“As a brand, you’re going to believe your own hype because you’re invested in the progress. Always have someone to ask ‘so what?’

“We shouldn’t be driving the narrative that a product or brand can be perfectly sustainable.”

Here are a few related cartoons I’ve drawn over the years:

the art of greenwashing - July 2007

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talking about sustainability - August 2019

Sustainability cartoon
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health food marketing - May 2015

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