Learn to partner with creators and build customer trust with authenticity. Join leaders from TikTok, the NBA and more at Social Media Week, May 16–18. Register now.
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.