Sustainability and Social Impact PR Campaigns: How to Stand Out Without Greenwashing or Socialwashing
Article co-written with Lajwanti M.
They’re the buzzwords you’ve most likely seen over and over again.
Sustainability.
Social Responsibility.
And as it’s the beginning of 2025, companies and businesses are planning how they can do better with their sustainability goals through their brand marketing.
These buzzwords have become important for brands across all industries. Whether it’s promoting eco-friendly products or highlighting social justice initiatives, companies are increasingly aligning themselves with these values. For example, statistics suggest that the incidence of greenwashing has increased by over 35% compared to last year. The same research suggests that 67% of customers globally have expressed concern that brands may be involved in social causes solely for commercial reasons.
With so many brands making similar claims in their marketing campaigns, the real challenge is how can yours truly stand out?
The answer is more simple than you think. It comes down to authenticity and transparency - most likely words that you’ve already seen before. Consumers are growing more skeptical of corporate claims, and are avoiding greenwashing – the practice of overstating or fabricating environmental efforts – is crucial. Similarly, social washing – using superficial or exaggerated claims about social impact – can lose the trust of your audience and harm your brand’s reputation. To differentiate yourself, your PR and marketing campaigns must do more than simply state that you’re “doing good”; they should showcase your commitment in concrete, measurable ways. According to research, in 2023, one-third of companies that greenwashed were also linked to social-washing.
By being honest, even through the errors and mistakes, and showcasing your efforts, you can connect with the right audiences and build credibility. The goal isn’t winning short term. It never should be. It’s about building long-term trust through real, lasting relationships with your audience and impact.
Greenwashing and Social-Washing: Consequences and Impact
Sadly, many brands are rushing to jump on the bandwagon of sustainability and social responsibility, sometimes making it feel more like a trend than an actual change. Two common forms of these are greenwashing and social-washing, both of which can have serious consequences for brands.
Both of these are terms to use when brands claim to be more “ethical” than they truly are. Greenwashing happens when a brand exaggerates or fabricates its environmental efforts to appear eco-friendliness, making vague or misleading claims like being “all-natural” or “eco-friendly” without providing supporting evidence, or selectively highlighting minor sustainable efforts while ignoring bigger environmental harms. According to research, 57% of consumers feel frustrated by their inability to differentiate between products that are ethically good or bad, or that have a positive or negative impact on the environment.
Think H&M with their eco-friendly clothing lines but not exactly showing evidence in how they have reduced greenhouse gas emissions.
Social-washing is similar, but refers to brands making false or superficial claims about their social impact. This includes token gestures like promoting diversity initiatives without truly building an inclusive workplace, or making charitable donations that are more about optics than meaningful change. For instance, some brands may publicly support social justice causes or movements, but their internal policies or labor practices reflect the opposite. This disconnect between messaging and reality creates a dangerous gap in consumer trust.
Negative PR & Advocacy
Both greenwashing and social-washing come with significant risks. Today, it’s easy for consumers to investigate organizations. For example, according to research, on average, across various industries, 52% of people worldwide stated that they have seen or heard inaccurate and misleading information about sustainable practices implemented by brands.
When brands are caught being dishonest, the backlash can be quick and quite severe. Take for example the cases we have already spoken about - they have continuously faced a lot of backlash in the media but also through social media.
But it is not just reputation that is on the line. When consumers feel misled, they turn away from brands that fail to live up to their promises. And when these stories go viral, it often amplifies the damage and draws negative attention from the media and advocacy groups.
False Claims Harm the Business Reputation
It’s not just the brand’s reputation that is on the line. There are oftentimes legal ramifications. Several countries are cracking down on deceptive environmental and social claims. Shein was recently investigated by Italy for false marketing claims about its environmental practices.
When a brand loses credibility, it becomes harder to regain consumer trust, which has long-lasting financial implications. Brands that want to take the shortcut with their claims risk their public image and the bottom line.
Transparency: The Antidote to Greenwashing and Social-Washing
Being open about your environmental and social efforts helps strengthen consumer trust but also differentiates your brand from competitors that may be less authentic. Here’s how you can make transparency work for you:
Full disclosure: Being open about your sustainability journey, including success, challenges, and failures, will help you build trust with your audience. People value brands that acknowledge the complexity of making a positive impact - we’re all learning.
Be specific: Being vague is how many organizations get themselves into trouble. Instead of generic terms like “eco-friendly”, specify your actions with specific data, certifications, and details on practices.
Real vs. performative: True impact-focused brands integrate social and environmental practices into their core values and operations. Patagonia is often talked about when it comes to eco-friendly brands because they have continuously upheld their commitment to sustainability. In contrast, performative efforts from other companies can be seen as one-off donations or campaigns that are tied to social trends without true long-term impact.
Through these three takeaways, you can demonstrate genuine impact, and create a reputation that attracts.
Crafting Unique, Authentic Angles for Your Campaign
Everyone has a unique story - and so does your brand. It’s important to identify and highlight what makes your approach to sustainability or social impact unique. Rather than repeating the common phrases like stated above, people want to know the specifics of your story. They want to hear the good and the bad, the lessons that you have learned on your way to learning how to be better. You should ask yourself questions like: what motivated your brand to pursue sustainable or socially responsible practices?
By answering these questions, you’ll be creating a more relatable and genuine narrative that stands out.
Social impact at the core
For brands that are committed to social good, impact is key in whatever you do. Show how your business model integrates social impact into what is being done, from sourcing materials responsibly to supporting fair wages, etc. When social impact is a part of your identity and what you do as an organization, your campaigns will naturally feel more authentic and compelling.
Humanizing sustainability
Stories are what help people connect. Share narratives about how your brand’s efforts have made a difference in people’s lives or positively impacted the environment. For example, a travel company might feature stories of local communities benefiting from sustainable tourism initiatives. This human element personalizes your brand’s impact and makes it more relatable.
Case studies
Look at what has been done before you and learn. Find successful case studies of brands that have crafted authentic narratives without falling into greenwashing or social-washing traps. By studying these stories, you can start feeling as your audience what makes them connect to certain brands.
With real stories, your PR campaign will connect and reinforce your brand’s unique role in driving positive change.
Targeting the Right Audience
To make your campaigns impactful, it’s essential to reach the audiences that align with your goals:
Identify key audiences: Segment your audience to tailor the messages to what each group values most and understand your key demographics.
Choose effective channels: Use social media for consumer engagement, industry publications for stakeholders, and events or influencers to expand your reach.
Leverage thought leaders: Collaborate with respected voices in sustainability to add credibility and broaden your campaign’s interests.
By understanding how to write your story, tailor it, and publish it to the right audience, your message will most likely be heard with the audience that matters most.
Showcasing Long-Term Sustainability and Social Impact Goals
True commitment to sustainability is demonstrated through clear, long-term goals and consistent progress. The best way to showcase these commitments are by setting goals and sharing those results. By establishing and outlining your brand’s sustainability and social impact vision, consumers and stakeholders are more likely to trust brands with transparent, concrete objectives rather than broad claims. It’s important to regularly update your audience on progress with clear metrics, reports, and visuals to illustrate how your initiatives are evolving. Sharing updates—whether through annual reports, social media posts, or infographics—demonstrates accountability and builds trust.
One of the best ways to share how your organization is measuring up to the goals it has set is by publishing transparent impact reports and assessments to provide an honest look at your progress and areas for improvement. If you’re a small business, it definitely can feel overwhelming. There are great templates out there such as these ones from The Green Marketing Academy.
This commitment to transparency and continuous progress allows brands to build lasting relationships with their audience, demonstrating that sustainability is a long-term priority rather than a temporary marketing strategy.
Crafting a PR Campaign that Lasts
Building a standout PR campaign for sustainability and social impact depends on three critical things: authenticity, transparency, and meaningful action. By committing to these, brands can communicate their values in a way that resonates deeply with audiences.
Avoiding greenwashing and social-washing isn’t just about good PR but about aligning your brand with real, lasting sustainability and social values. This approach not only shows credibility but also builds trust and loyalty, establishing your brand as a true leader in positive change.
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