2023-09-26 15:00

Is Your Brand Greenwashing or Truly Sustainable? Unpacking the Perception-Performance Divide

In the dynamic world of business, sustainability has evolved from a mere trend to a critical factor determining a brand's financial health and longevity. However, as companies strive to present themselves as sustainable entities, greenwashing becomes a significant concern.

As companies grapple with implementing genuinely sustainable practices, there's an underlying tension between public perception, often influenced by greenwashing communications (misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service) and actual performance.

This conflict doesn't just shape brand narratives; it has tangible financial implications. This blog post delves into the intricate interplay between sustainability perception, greenwashing, and real-world actions, exploring its profound impact on a company's bottom line and offering insights to navigate this challenging terrain.

Understanding the impact of the perception-performance dichotomy

As highlighted in Brand Finance's research, a tangible financial value is associated with how a brand is perceived in terms of sustainability. The study, presented at the World Economic Forum, quantified the monetary value of sustainability perceptions for hundreds of global brands. The findings? Individual businesses can gain or lose billions based on the alignment of their sustainability perceptions and their actual performace.

For example, Amazon's sustainability perception was valued at US$19.9 billion. However, perception isn't always rooted in reality. Brands can be perceived as more (or less) sustainable than they actually are, leading to a gap between perception and performance.

Why does the perception-performance gap matter?

1. Financial Implications

The perception-performance gap isn't merely about image—it directly impacts a brand's financial standing. For instance, Tesla, despite its strong environmental image, faces a potential value risk of $4.1 billion due to discrepancies in its actual sustainability performance.

2. Regulation

The EU combats greenwashing with legislation like the SFDR and EU Taxonomy, focusing on standardizing sustainable investment labels and defining eco-friendly benchmarks. The European Securities and Markets Authority emphasized greenwashing in its 2022-2024 roadmap. European Supervisory Authorities recently investigated greenwashing in finance and introduced a directive on environmental claims.

3. The Rise of ESG litigation

As sustainability takes centre stage, ESG litigation has surged. Brands misrepresenting their sustainability efforts face reputational threats and legal consequences.

4. Trust and reputation

Modern consumers are well-informed and prioritise authenticity. Greenwashing, or misleading consumers about a company's environmental practices, can severely damage this reputation.

Bridging the perception-performance gap

Combat greenwashing: prioritise authenticity over appearance

One of the most pervasive challenges in sustainability is the temptation of greenwashing. As sustainability grows in importance, so does the temptation for brands to exaggerate their sustainable efforts. While this might offer short-term gains, the long-term repercussions can be devastating.

Actions for business leaders

Before any sustainability claim is made public, back it with tangible evidence and actions and have it vetted by a dedicated team or third-party experts.
Annually publish comprehensive reports detailing sustainability efforts, backed by data and third-party validations.
Avoid 'greenhushing,' the practice of hiding climate targets to dodge scrutiny. New regulations like the EU Corporate Sustainability Disclosure Reporting Directive will soon require disclosures from most large companies.

Stay ahead of ESG litigation: ensure genuine and accurate communications

Another pressing concern is the rise in ESG litigation. In this climate, companies must ensure that their sustainability communications are genuine but also accurate and compliant with evolving regulations.

Actions for business leaders:

Consult with professionals who understand ESG regulations to review public communications
Take part in industry forums or regulatory bodies that shape ESG guidelines to stay ahead of evolving rules

Align actions with brand values: ensure consistency in sustainability commitments

Business leaders must also ensure a holistic alignment. That means that sustainability actions behind the scenes must align with public commitments. Take Microsoft as an example. While they've made significant strides in their sustainability journey, they've faced criticism for political contributions to climate change-denying entities. This underscores the importance of ensuring all corporate actions align with a company's sustainability values. Such discrepancies can create perception gaps, potentially undermining public trust and the brand's reputation.

Actions for business leaders:

Establish a committee to review and approve any political donations or affiliations to ensure they align with the company's sustainability stance.
Conduct annual internal audits and evaluate all departments and initiatives to ensure they align with the company's sustainability objectives.

Crafting a sustainable path forward

The call to action for today's business leaders is clear: the perception-performance gap in sustainability must be proactively addressed. This requires genuine sustainability efforts, transparent communication, and a commitment to continuous improvement.

And if you don’t know where to start or where to go next, let us know, our comms and sustainability experts can help.

_{(Image by Freepik)}

Jana Pavelková