How brands are fumbling sustainability & how they can get it right

Some brands lean too heavily on marketing to drive sustainability, while newer green brands can have more fun with messaging because of their more holistic approach.

Even as consumers increasingly prefer green brands, not all brands have figured out how to market around sustainability. Notably, Volkswagen made headlines last month with a botched April Fool's Day prank that might have undermined its electric vehicle (EV) ambitions. The Voltswagen stunt illustrates how brands have had difficulty messaging around sustainability and engaging with consumers that are suspicious of brands' true intentions.

The problem is that many brands lean too heavily on marketing around sustainability and, in turn, are raising the ire of consumers who find the messages self-serving because companies aren't taking a more holistic approach. This situation is founded in several misconceptions and missteps evident in current marketing approaches, according to a recent Forrester report that was shared with Marketing Dive.

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