Now I’m pretty sure we all want a livable and a clean planet, but there actually are branding agencies and companies out there who want big fat paychecks.
The world of branding and marketing isn’t as rosy and clean-cut as many would believe and in fact, numerous brands have been straight-up lying to you through the graphic design. So that you can part with your hard-earned money.
Now where you might be able to sleep better at night knowing or thinking you’re helping to save our planet. The higher-up positions in certain companies are sleeping on big beds of cash, likely dreaming up new ways on how to trick you even further.
In today’s post, this graphic designer is going to show you how this happens and what brands have been caught doing the dirty on your trust and also maybe your wallets.
In the last decade or so humans collectively have become more and more conscious of the impact we have on our planet we call home.
There’s no denying that we could do a better job of keeping this place clean and no that doesn’t mean shoving things under the rug as that’s not an ideal solution. But when there is such a strong trend mentality like eco-friendly movements there will always be entities ready to capitalize on this and make some mega megabucks.
Now don’t get me wrong there are plenty of companies and brands who are really actively trying to save the planet or trying to help improve the quality of the planet we live.
In but in today’s post we’re not talking about those brands. So, how are people and consumers like yourself being tricked, have you ever bought a product. Because it’s apparently better for the environment may be having a smaller carbon footprint. You might elect to buy organic produce because it’s better for the environment and also it’s good for your health.
Well that precise mindset is an ideology and it’s the hook that marketing agencies and graphic designers can tap into to take advantage of you products and also the marketing around those products need to appeal to a very specific group of people and in this instance the
Being delivered needs to appear natural friendly pure and also healthy.
So we’re talking about making use of certain colors that fall in line with that mindset, so think of greens and earthy tones and also maybe white. Such colors resemble nature and suggest a natural product subconsciously to the buyer.
This then can be combined with friendly and approachable typefaces that come across as personal and relatable. The idea is to seem the opposite of a corporate and kind of cold brand, so the buyer thinks they’re buying from a sort of family-run business that isn’t out to screw them over financially or morally.
Personal styled and friendly typefaces help make the buyer think they’re buying from an innocent or smaller brand than they actually are.
But here’s the problem though not only are you, not buying from small kind of family-run morally correct businesses. But the product you are buying is often not even eco-friendly at all, now have you ever heard of the term greenwashing.
So this is where the situation really gets immoral greenwashing means that the company or brand you’re buying from will have you believe they’re doing more for the environment. Then they actually are in reality essentially they’re lying to you so you can buy their products.
Now you must be thinking to yourself this must be a pretty rare occurrence right. Actually no it’s pretty common and we’re going to look at some of the main offenders in 2020 and 2021.
Simple Green cleaning products by sunshine makers yeah I know how many eco-friendly terms can you cram into one brand name or product. Claimed their cleaning products were non-toxic to the environment to humans and also to animals it turns out their formula is in fact toxic or harmful to all three a class action loss it was filed against them in 2020.
Now I’m sure many of you have heard about how evil nestle have been in the past by tricking African women into trying their baby formula. which in fact puts a stop to the breastfeeding cycle and thus they need to keep buying the formula throughout the baby’s life, but nestle are again taking advantage of Africa.
They claimed their chocolate was made from coca beans substantially sourced, yet they in fact get their beans from west Africa where virtually no environmental or humanitarian standards are held. they were also served with a class-action lawsuit in 2020.
And the list of guilty parties when it comes to green washing really does go on and on and on and we have entities such as
- Rainforest alliance
Nature’s own and corn foods just to name a few
This is literally a drop in the ocean when it comes to entities greenwashing and pulling the wool over our eyes. greenwashing isn’t the only problem there’s a pretty sneaky tactic that some companies use. so one genuinely eco-friendly product might be produced and then advertised or marketed like crazy to the consumer.
However other products that the company makes will not conform to this eco-friendly standard, but the end consumer is led to believe their entire brand is eco-friendly either by suggestive marketing or just by flat-out lying. so the trick in this strategy is within the branding and the marketing of the actual eco-friendly product.
Like we’ve already established typeface choice and colors are a key method. but also brands like to use buzzwords if you see things like green natural eco-friendly and so on you should be skeptical and look into the background of the product and the brand.
I mean uranium is natural but I’m pretty sure you don’t want to eat some uranium. Along with the buzzwords on the packaging might be idyllic imagery. so maybe you might have a farm with a tractor harvesting wheat that suggests the whole product isn’t comprised of chemicals.
Branding is all about selling you guys a concept and kind of making that concept idyllic and getting you into that position where you think you can be in that situation. this happens subconsciously when you look at say packaging or an advert or some kind of marketing campaign and sometimes or actually quite often that concept you’re being sold is a pretty big fat lie.
So have you been a victim of greenwashing and have you found a company who has been straight-up lying to you and the end consumer. What do you think we can do about this to move forward in the future.