Introduction
“Greenwashing” – it’s the word marketers have come to fear most. Once consumers caught on to some brands being less sustainable than they seem, eco-friendly claims have attracted scrutiny. And if brands do speak up about their sustainability initiatives? Then they lack substance, too eager to jump on the green bandwagon. With consumers, brands can’t seem to win. So, they are staying silent.
Enter: “Greenhushing”. This is a practice where brands deliberately keep quiet about the positive actions they are taking towards the environment, choosing to downplay the initiatives that may attract public backlash. Set against a backdrop of escalating climate disasters that are landing on Aussies’ own doorsteps, to newly approved fossil fuel projects and declining natural resources, consumers are demanding change.
New research from Getty Images’ VisualGPS has found that consumers want brands to lead this charge. The vast majority of Australians (86%) think brands should use their resources to champion sustainability when the government fails to step up – but is this safe for brands?
If one thing is clear in the green debate, it’s that corporate sustainability is now at a crossroads. Consumers are wanting more, and brands aren’t doing enough – creating tension that makes it hard for retailers to find the right balance. But staying silent is the same as leaving money on the table; and it’s no longer an option.
The consumer confliction point
Consumers are feeling the heat of climate change, which means that brands cannot afford to ignore it. 53% of ANZ consumers say climate change directly affects their daily lives, shaping their purchase decisions and expectations for interactions with brands. If marketers don’t acknowledge this problem, it’s like trying to live in a different world; not only can it be perceived as tone-deaf, but it alienates consumers.
Still, fake sustainability claims are everywhere. From the water we drink, the food we eat, to the clothes we wear, 78% of consumers question the credibility of brands’ environmental claims. What’s worse is that 2 out of 3 Aussies doubt that companies are genuinely committed to sustainability.
With pressure running high, our research shows that expectations for brand accountability have never been greater. If retailers are walking the walk, it’s worth talking the talk too, and back up ESG strategies with visual storytelling that is clear, authentic, and aligned with real-world impact.
Strategies to avoid the greenwashing trap
Today, consumers want to see sustainability everywhere brands touch – that means it should be reflected across all aspects of a company’s activities, not just in dedicated campaigns. 82% of consumers agree that it’s important for companies to have ESG guidelines in place to show they care about more than profit.
It’s clear why; as government rules and regulations shift emphasis and ownership, brands are having to take sustainability into their own hands. Whether they are maintaining industry guidelines or looking to build consumer trust and awareness, businesses are being held accountable to ensure that environmental responsibility is embedded within product design, supply chain practices, packaging, and overall business operations.
To avoid driving distrust, these are the ways retailers can effectively place sustainability at the heart of their visual and communication efforts.
Firstly, brands need to make sustainability accessible. ESG efforts are no longer something to gatekeep and hide away in internal marketing channels, with 72% of Aussies wanting to see visuals showing how companies and governments are continually addressing climate change.
The same percentage also wants to see images and videos that reflect how climate change has personally impacted people – especially those who have been hit the hardest. Instead of shying away from the uncomfortable truths about sustainability, consumers now want to face it head on – and they are looking for brands to inspire them by showing the reality. The good, the bad, the ugly; they want to see it all, especially visuals which show the simple, everyday actions and habits they can actually implement.
Above all, brands need to keep it real when it comes to the environment. Three quarters (74%) of consumers want to see how it is being affected by climate change, favouring transparent and realistic imagery that shows both progress and challenges over idealised or symbolic depictions.
But they also need to see how things are improving. The same number want to see change, whether it comes through individual, corporate, or policy-driven action. For brands, this is an important reminder that honesty is more important than perfection. The most powerful storytelling should blend impactful imagery with tangible actions – not shying away from the problem, but showing proactive paths to change.
Conclusion
In an increasingly competitive landscape, it is essential that the visual language accompanying sustainability messaging conveys transparency and tangible impact to build trust.
Retailers that prioritise clear, consistent and transparent communication on sustainability commitments and initiatives can deepen connections with their audience, speaking directly to the impact of climate change on individuals’ lives and more broadly. The focus on sustainability builds trust and loyalty with consumers, which can translate to sales and continued growth for brands. Instead of shying away, brands bringing sustainability into their storytelling in a way that’s raw, real, and resonates deeply with consumers can drive real business outcomes.
This article was written by Kate Rourke, Director of Creative APAC at Getty Images.