After Greenwashing and Greenhushing, now comes Green botching.
What is Green botching?
It is well-intentioned environmental measures that are so badly implemented that they backfire.
Why does this occur?
Green botching happens when brands mishandle their sustainability messaging. Unlike greenwashing, which involves deceptive claims of being environmentally friendly, green botching often stems from poor communication, lack of transparency, or an overemphasis on minor initiatives. The result? Confusing messages that fail to resonate with an audience that craves genuine, impactful action. Let’s analyse this by looking at daily scenarios we come across:
1) Ban on Plastic bags, we agree that plastic bags should be banned because they are not widely recycled and don’t decompose well. Yet another school of thought believes that plastic usage should be managed, not banned; that it is the misuse and improper disposal of plastic bags that are causing harm to the environment, not the product itself. The ban will not save the environment from the ill effects of a ‘throw-away’ mentality. The focus should be on reducing, reusing, and recycling all raw materials.
2) The second typical example is Carbon Offsetting. We have spoken at length to many experts who either accept Carbon Offsets or disapprove of it vehemently. The effectiveness of Carbon Offsets has been questioned, and there are concerns about the accountability and transparency of the offsetting industry. Should it only be used as a last resort, or is it a valid reduction method?
4) Another popular example is Damas Tree – as you drive around UAE, you will notice popularity of trees in UAE, as they are heat resistant, however we have all learnt the dangers of the tress and damas trees are now phasing out / felled to protect infrastructure.
How can avoid it?
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As we go through the green transition and progress rapidly; we will encounter more scenarios as we struggle with consumers and governments trying to balance behaviour change and transition; there will be various phases of green botching.
2) Focus on Real impacts, not token efforts: looking at completeness of a solution will also support in phasing out some of the initiatives in early stages. For Example: Rather than spotlighting a single plastic-free product in your hotel rooms, talk about a broader initiative to phase out single-use plastics across the entire property.
3) Use Data to Support Your Claims and Content: For Example: Instead of saying “we are cutting energy use,” state “we have reduced energy consumption by 15% this year by installing energy-efficient lighting and upgrading HVAC systems.”
What is our POV?
Sustainability, for us, has always been balanced and contextual to an individual’s location and needs. We believe, when dealing with the green transition, we will all go through a phase of Green botching. I suppose this is required in small doses to change habits for the long term.
Avoiding green botching isn’t just about avoiding mistakes – it’s about creating a meaningful connection with customers who care about the planet and the positive impact your brand can have.
Speak to us, for effective communication strategies to boost bookings without falling into the trap of greenwashing, green-hushing or green-botching.
