Greenwashing, when companies make exaggerated or just flat-out false claims about the eco-friendliness of their products or services, has become a fairly well-known term. For sure, consumers are getting savvier about spotting greenwashing in the wild.
But have you heard of “bluewashing?”
Bluewashing is when brands try to inflate their ethical claims – even if they’re doing very little to ensure the safety and well-being of the workers up and down their supply chain.
In this episode of Promo Insiders, ASI Media’s Theresa Hegel chats with Lindsey Cole, director of marketing and communications at Ethix Merch (asi/189731) and a member of the Promo for the Planet Editorial Advisory Board, about how to focus on the “S” in ESG and avoid bluewashing your business.
Particularly important for distributors is to ask plenty of questions of suppliers and get educated about how and where products are being produced, Cole says. “We’re so disconnected from the beginning product and the whole supply chain, so being able to see where a product comes from and how it works can be really eye-opening,” she states.
Podcast Chapters
0:38: The importance of the “S” in ESG
2:22: Understanding and avoiding bluewashing
8:51: Building an ethical supply chain
Key Takeaways
• Understanding Bluewashing: Bluewashing refers to companies making exaggerated ethical claims, such as aligning with United Nations sustainability goals, without taking concrete actions to ensure ethical practices in their supply chains.
• Importance of the “S” in ESG: The social aspect of ESG (environmental, social and governance) criteria is crucial. It focuses on labor rights, community impact and fair treatment of workers, which are often overlooked compared to environmental concerns.
• Avoiding Bluewashing: To avoid bluewashing, companies should verify their claims with documentation and certifications, ensuring their supply chains adhere to ethical standards and labor laws.
• Certifications & Organizations: Various certifications and organizations, such as Fairtrade America and the Fair Labor Association, help companies ensure ethical practices. Understanding these certifications can guide companies in aligning their goals with ethical standards.
• Transparency & Education: Educating clients about the importance of ethical sourcing and the reasons behind higher costs for ethically produced goods can help raise awareness and support for socially responsible practices.
• Connecting With Supply Chains: Distributors can build ethical supply chains by asking detailed questions about the origins of products, visiting factories and understanding the entire production process, from raw materials to finished goods.
• Storytelling in Marketing: Sharing the stories of workers and the communities involved in producing goods can enhance the value of promotional products and foster a deeper connection between clients and the ethical practices behind the products.
