The Dangers of Greenwashing Your Business

Julie Starr • June 2, 2021



As consumers become increasingly aware of Earth’s environmental issues such as climate change and plastic pollution, businesses are beginning to take notice and step up. In response to increasing environmental awareness, many companies have corporate and social responsibility policies . These policies often outline the business’s efforts to minimize ecological damage and positively contribute to the broader community. Businesses can even tailor the causes they support based on their customers’ interests using customer information obtained from their Consumer Data Platform . But, if your company plans to make its eco-credentials a central corporate value, it must do it correctly; otherwise, this could be incredibly damaging to your business. Here is what you need to know about greenwashing your business and why it is a bad idea:

What is Greenwashing?

Greenwashing is something that you may have heard of but are unaware of what it means. Greenwashing is a concerning phenomenon and is widely viewed as a particularly cynical way of doing business. Just as whitewashing over an issue means covering it up and sweeping it aside using false information, greenwashing misleads consumers into thinking that a product or service is more environmentally friendly than it actually is. Greenwashing can take the form of exaggerated claims about a product or service’s eco-credentials, and in some cases, entirely unsubstantiated claims are made about the product or service.

Why do Companies use Greenwashing?

As the public’s awareness of environmental concerns continues to grow, consumers are increasingly seeking responsibly manufactured products. Many companies market their products as eco-friendly, as this portrays their brand in a positive light. Environmentally friendly companies are viewed as caring and ethical, which are significant selling points and help set a brand apart from its competitors. When a company markets its products in this way, it is doing so to meet the growing demand for green products and to capture the interest of a whole new group of customers that favor green products. So, greenwashing a brand and inflating its environmentally friendly credentials can help a business to boost its profile and increase sales.

The Negative Side of Greenwashing

Unethical

The main issue with greenwashing is that it is unethical and prevents consumers from making purchase decisions based on facts. Continuing to mass-produce products that are not truly environmentally friendly means that your business is probably contributing to the damage caused to the planet rather than helping to stop it, and even worse, is trying to cover this up.

Misleading

Loyal, satisfied customers are central to the success of every business. So, misleading your customers with false claims damages the relationship you have built up with them. No one likes to be deceived, and your customers are no exception. 

Reputational Damage

Reputational damage can lead to financial losses as well as a loss of integrity. Both of these are bad news for your company. Greenwashing your business can cause significant damage to your reputation, so it is far better to be genuinely green from the start and enjoy the benefits of this.

Blockchain for Sustainability: Cutting Through the Hype with Strategic Communication

By Julie Starr • April 28, 2025
As blockchain continues to gain traction in sustainability circles—from tracking carbon credits to improving supply chain transparency—more organizations are exploring how these emerging tools might support their ESG goals. But with innovation comes complexity, and for many stakeholders, blockchain still feels like a black box. That’s where communication becomes essential. At Taiga Company, we work with clients to simplify complex sustainability narratives without oversimplifying the value. While blockchain can offer traceability and transparency, it’s not a silver bullet—and how you talk about these technologies matters just as much as how you use them. Poor communication can undermine credibility, especially in a landscape where stakeholders and regulators are increasingly alert to greenwashing . On the other hand, clear, honest messaging about blockchain-enabled sustainability efforts can build trust and differentiate your leadership. Our approach is grounded in materiality and alignment. We help organizations: Translate technical tools like blockchain into plain language that resonates with diverse audiences Connect new technologies to core sustainability strategy Craft credible narratives that evolve alongside innovation Blockchain may be new territory, but strategic communication remains the foundation. Whether you're piloting traceability tools or just starting to explore how blockchain fits your ESG roadmap, we help you tell the story with clarity and confidence. Let’s make innovation meaningful.

6 Things All Modern Businesses Need in 2025

By Julie Starr • April 22, 2025
If you’re starting your own business, then you know all too well that it’s equally an exciting and overwhelming time. There’s so much to think about, and you want to get it right from day one. But it doesn’t have to be as overwhelming as you might think. Let’s go through everything your new business needs to hit the ground running this year. A Clear Business Plan Before anything else, take the time to figure out your game plan. This doesn’t need to be a long, boring document that you’ll never look at again. Think of it as a simple guide that answers three key questions: Who are you selling to? What are you offering? And how are you going to get noticed? Once you’ve written that down, you can always tweak it as your business grows. From a communications standpoint, clarity on your audience and value proposition also sets the foundation for authentic brand storytelling—something Taiga Company helps clients refine at every stage. Responsible Financial Management Money is one of those things that can make or break a business. The good news is you don’t need a finance degree to get it right. Start with a simple budget. Know how much is coming in, what’s going out, and what you’re setting aside. Think about things like stock, marketing, bills and wages if you’re hiring. Keep it realistic and keep it updated. Doing this from day one will make life much easier later. Reliable Cloud Services In 2025, storing everything on your laptop isn’t really a safe bet. Files go missing, computers break, and you don’t want to lose important stuff. That’s where cloud services come in. They keep your files secure, backed up and easy to access from anywhere. Whether it’s documents, customer info or creative work, having it all saved online gives you peace of mind. And when you're building a business in a digital-first world, having secure, accessible assets also means your team can collaborate more efficiently across channels—essential for strong communications. Flexible Payment Options Most people don’t carry cash anymore, so if you’re only accepting it, you’re going to lose sales. Get yourself a card reader that takes all the usual stuff like debit cards, credit cards, contactless and Apple Pay. The easier you make it for someone to pay you, the more likely they are to buy. Simple as that. A Basic Website Even if you’re not selling online, you still need a website. It doesn’t have to be fancy. Just something that tells people who you are, what you do, and how they can contact you. Think of your site as your digital front door. If someone hears about your business, chances are they’ll look you up online. Make sure what they find actually helps them. A clear website is also one of the most powerful communication tools your business has. We work with clients to ensure their digital presence reflects their story, purpose, and value. A Way to Spread the Word You can’t rely on people just stumbling across your business. You’ve got to put yourself out there. Social media is a great start, but don’t stop there. Think email newsletters , posters in your local area or even just chatting about your work whenever it comes up naturally. The more you talk about your business, the more others will too. Starting a business in 2025 is a big move, but it doesn’t have to feel impossible. Get the basics in place, stay flexible and keep learning. With the right tools and the right message, you can build momentum and create connection. Taiga Company helps growing businesses translate operational essentials into brand trust and long-term impact.