Is the current trend for sustainability genuine or just good PR? - Inteb

Is the current trend for sustainability genuine or just good PR?


Sustainability is big news and big business right now. And while using renewable energy, recycling and being more energy efficient to reduce carbon emissions should be encouraged at all costs, it does make you think:

Are businesses implementing sustainable practices because they care?

Or are they greenwashing to get the benefits sustainability brings?

What are the benefits of sustainability practices?

Whether genuine or not, every business wants good PR, so it makes good business sense to implement sustainability practices.

And the benefits can be huge:

One. Brand exposure

Getting your business in front of more people is the aim of every business, so you can raise your profile by promoting your green credentials.

Locally, you can boost your exposure by working with charities, community groups and other businesses and show you care about local issues.

And globally?

A few well-placed social media posts and videos can get your message out worldwide and connect you with other eco-conscious business owners keen to work with you and promote you further.

Two. A more appealing employer

A study by the Green Business Bureau found that a staggering 96% of employees reported an organisation’s sustainability program was a key factor in their relationship with the employer. And 79% said they looked at the environmental policy before applying for a job.

This means by promoting your green credentials, you can end up with happier employees who want to work for you.

Three. Customer loyalty

These days, customers are actively looking to buy from businesses that care about the planet. So, by including your sustainability practices in your marketing, not only will you attract new customers. You’ll increase customer loyalty too.

But on the flip side, there are some businesses who want all of the benefits, with none of the legwork.

What are we talking about?


sustainability greenwashing

What is greenwashing?

Greenwashing is a term you might have heard before, but what does it mean?

Basically, greenwashing is when a business markets itself as eco-friendly but actually does very little or nothing to reduce emissions.

This means they get all the good PR and benefits of being a sustainable business while misleading customers who like to purchase goods and services from an environmentally conscious brand.

Does it matter if businesses genuinely care?

You could argue that, as long as sustainability practices are in place, genuinely caring is irrelevant.

We disagree.

If you genuinely care, you’re more likely to keep on top of your sustainability practices and find new ways to reduce your emissions still further.

Doing it just for good PR might pay off short-term, but you will get found out down the line – and who wants the negative PR that will bring?

Are you genuine about sustainability?

Then why not let Inteb help you put a plan in place to reduce your carbon emissions?

Our experienced team can help you define your vision and implement the necessary steps to make sure you:

  • Create a policy and roadmap
  • Improve your sustainability
  • Reduce your carbon footprint
  • Stay compliant

By lowering your carbon emissions, you can save your company money, win contracts and make yourself one of the greenest businesses in your industry.

Show that you’re genuine about sustainability.

Let’s get the conversation started – call us now on 0151 601 3476