Greenwashing and Green Marketing are well-known terms, but what differentiates them? Environmental and climate protection are central today, and many companies consciously refer to online marketing trends in this area. The problem arises when they present themselves as greener than they are through greenwashing and distract from real issues. Green marketing, on the other hand, focuses on sustainability. Our online marketing agency in Munich is analyzing the environmental friendliness of companies and their advertising today.

What is greenwashing?

Greenwashing focuses on promoting a green image. It includes advertising and online marketing that suggest environmental friendliness, even if the company does not engage in any such activities. Companies often use this tactic to conceal environmentally harmful practices and give their brand a “green wash” online.

Companies like Nestlé, Bayer, McDonald's, Starbucks, and Coca-Cola have used extensive greenwashing campaigns for image management, to cover up issues. Sometimes, greenwashing also happens unintentionally when companies aim for green marketing but deviate from it due to efficiency gains or cost-cutting measures. Greenwashing exhibits typical characteristics:

- Offering an environmentally friendly product to divert attention from more harmful products.
- Advertising with green claims that distract from the core business.
- Comparing with even more harmful alternatives.
- Advertising with obvious claims (e.g., "vegan shoes" for plastic shoes).
- Using vague technical terms.
- Influencing political decision-makers for market manipulation.
- Environmentally harmful companies trying to offset damage by donating to climate projects.
- Using invented quality seals without certification (e.g., "controlled cultivation," "integrated plant cultivation").

What is green marketing?

Green marketing refers to all advertising activities that deal with sustainability or various aspects of sustainability.

In doing so, companies focus on making their value chain and product range sustainable and reducing or completely avoiding environmentally harmful aspects.

Green marketing doesn't start with the actual product range, but begins with the sourcing of raw materials, production, etc. The associated green marketing strategies do not just follow simple advertising or online marketing trends, but focus on sustainability, for example, in terms of regionality or recycling.

However, assuming social responsibility (CSR), for example in the context of plastic-free products or fair trade and working conditions, can also be of central importance here.

What are the differences?

The differences between greenwashing and green marketing quickly become clear. While the former is exclusively about image and in many cases even covers up harmful environmental impacts, green marketing pursues a genuine commitment to environmental protection and society.

With green marketing campaigns, companies signal that they are not solely concerned with image and profit, but that they are genuinely committed to making their own businesses more environmentally and climate-friendly and are implementing concrete measures to achieve this.

Conclusion: Live sustainability in your online marketing strategies!

Regardless of whether it is intentional or unintentional, we recommend that you refrain from greenwashing and instead engage in authentic green marketing.

Green marketing is based on credibility and genuine commitment to the environment. It allows you to invest in a clean future while ensuring the long-term success of your company.

Our online marketing agency in Munich offers you a tailored portfolio of consulting, conceptualization, and implementation in the areas of online marketing, web design and development, and corporate design. Together, we will develop concepts that are genuine, ecological, and sustainable.