Sustainability has emerged as a dominant trend within the pet food industry, as producers increasingly vie to attract environmentally-conscious consumers with green marketing claims.
However, amidst this trend, a cautionary note arises against greenwashing – the practice of making misleading or exaggerated sustainability assertions. Suzy Badaracco, President of Culinary Tides, highlighted during a recent Pet Sustainability Coalition webinar on June 13 that 77% of consumers would cease patronizing a company found guilty of deceptive sustainability claims, citing research from NielsenIQ.
Conversely, there exists another phenomenon termed greenhushing, wherein companies deliberately downplay or obscure their environmental achievements to avoid scrutiny. Badaracco pointed out that approximately 25% of major U.S. private firms with climate objectives employ greenhushing tactics to sidestep unwanted attention.
“Greenhushing is a strategic move by companies to evade scrutiny over their sustainability practices,” explained Badaracco. “They aim to avoid drawing attention from adversarial groups.”
Although not as overtly misleading as greenwashing, greenhushing carries the risk of conveying indifference to consumers by withholding crucial sustainability disclosures.
Consumer awareness about greenwashing is on the rise, driven by watchdog groups that expose misleading claims. Consequently, neglecting to communicate a company’s sustainability efforts may inadvertently imply disinterest in public concerns.
“The primary concern with greenhushing is the perception of indifference it creates,” Badaracco noted. “Consumers might assume a company is not prioritizing sustainability when, in fact, they are simply not communicating their efforts effectively.”
This reticence can significantly impact Gen Z consumers, among whom 38% believe brands that do not openly discuss sustainability are not genuinely committed to it. Moreover, 34% of Gen Z consumers actively avoid purchasing from brands perceived as non-sustainable, and 43% expect brands to address broader societal issues as part of their sustainability initiatives.
To effectively engage consumers, Badaracco emphasized the importance of transparent communication about sustainability practices:
Out: Using vague “green” label statements.
In: Educating consumers on the specific reasons behind sustainability claims.
Out: Focusing on how sustainability benefits the company.
In: Demonstrating how sustainability practices directly benefit consumers.
Out: Highlighting how sustainability efforts benefit the environment/community.
In: Empowering consumers by showing them how they can contribute to improving the environment/community through product usage.
“You should proudly showcase your sustainability achievements because consumers value transparency,” concluded Badaracco. “However, position your company not as the hero, but as the guide empowering consumers to make a positive impact on their world by choosing your products.”
In navigating the complexities of sustainability messaging, striking a balance between genuine transparency and avoiding the pitfalls of greenwashing and greenhushing remains crucial for pet food producers seeking to resonate with increasingly discerning consumers.
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