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As greenwashing becomes riskier, consumers turn savvier, and climate change accelerates, brand messaging around Earth Day is shifting.
Rather than simply turning a logo green or tossing a one-off donation toward an environmental charity, some brands are taking it a step further—demonstrating sustainable practices through educational campaigns and spearheading advocacy efforts.
It’s all happening amid a shift toward more positive, solutions-focused climate messaging instead of doom and gloom. Fear of greenwashing is fueling a greenhushing trend, and at the same time inflationary pressures are squeezing budgets and pocketbooks, leading brands to prioritize cost savings over eco-benefits in messaging.
The beginning of 2023 saw a 47% drop in sustainability-related marketing messages, according to AI-supported data platform CreativeX, following steady growth between 2020 and 2022.
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