What are the consequences of not knowing how to talk about sustainability?
You come off as inauthentic.
You’re accused of greenwashing for overclaiming.
You waste all that marketing investment of the last couple of years.

Avoid these 3 things and it’s less likely you’ll be accused of greenwashing language: 

Q: Are you overcommunicating how technically brilliant you are, before narrating what the problem is and the world you’re trying to create?

2. Don’t try and mug the consumer. Ever.
Yep, we’ve got to talk about Brewdog.
I mean, obviously, you’re not going to do something as crass as this in greenwashing language, are you?
Unless you do something as crass as this.
Or as denying-of-your-contribution-to-the-problem-in-the-first-place, as this.
If stupid ideas were oil, I’d bid for prospecting rights in every ad, PR and design agency in the world.
If you think something isn’t moral, do your best to stop it.
There’s always something else to talk about.

3. Don’t catastrophise. Even in a catastrophe.
The problem with catastrophes, other than the actual catastrophe bit, is that most people won’t/can’t believe in them.
Fear paralyses.
Eventually, the fear message becomes background noise.
We are masters of managing mental dissonance.
Use your brand’s personality to help people personally relate to the message.

Instead, if you’re doing good and you don’t want to appear to be greenwashing language, try these 3 tips:

1. You can be serious without being sanctimonious.

Reformation’s tone of voice. It’s better than Patagonia’s.

I love Smart but not snarky. To the point but with relatable humanity.
It’s like the Warren Buffet of women’s apparel copywriting.
If you’re doing good stuff, it’s ok to take yourself lightly.
Check out what shows up just on their metatext:

2. It’s ok to be divisive.

Everyone stands for something.
Talking about what you’re prepared to take a stand against marks you out as trustworthy.
Ellevest are damn clear on this:

3. Tell a story

I’m big on how narrative is better than the usual midden heap of copy.

• Especially bullet points.
• Which stand out.
• But flatten the charm in the process.
• Like a ballet line of elephants dancing through a vicarage garden flower bed.

‘Narrative’ usually means a choiceful, coherent selection of facts to iterate one point of reference for the wandering minds of your customers.
Sometimes though, a good ‘once upon a time’ narrative works well when you’re doing some good.
Here’s how Dad Grass does it.
(Thanks to the wonderful EatBigFish consultancy for bringing this to my attention.)

A simple framework can help you avoid greenwashing language.

Use the ‘3 levels of the voice’ to make your copywriting work harder.

If you feel like your comms can come off as greenwashing, take a look at the 3 levels framework.
Where’s the problem located?

Are you claiming to stand for something that the company doesn’t really believe in?
That’s a 10,000ft problem.
What does the company believe in that it could talk about more honestly?

Is what you’re saying trying to sound too Patagonia or too Tony’s – and not quite you?
Go back to your personality level of your tone of voice – the 1000 ft level.
Which of your tonal values can you turn up to 10 to make your good work stand out?

Are you too technical? Or trying to be too serious?
Take a look at how you’ve defined your voice’s Ground Level Details

Here’s the framework to use:

Got stuck talking about the good stuff?
Or worried you’re in danger of greenwashing your marketing?

You can do something about it.
1. You can always buy me a coffee if you want me to look at something you’ve written. I’d like that.
2. If it’s a meatier issue, email me and we’ll find a time to make a plan.
3. Not quite sure what the issue is, but want to spend some time thinking about your marketing language?  Read a best-selling book* about controlling your tone of voice.

Remember, we’re the language animal. We use language to share ideas.
Book some time doing just that with me. Just book a 30 minute chat.