As the COVID-19 pandemic took full force, the world seemed to shut down. With additional stay-in-shelter regulations and social distancing in place, human activity has been reduced to a minimum. Places such as essential stores, grocery markets, and pharmacies among others have been allowed to remain open; as for a majority of retail stories, shopping has moved online.
As an increasing number of stores move online, they are also making the effort to go green. However, those efforts aren’t wholly genuine. Greenwashing refers to the strategic use of PR and marketing making products seem “environmentally sound” or “eco-friendly”. Amidst the economic hardship that many businesses and brands are experiencing, brought on by COVID-19, waste management and sustainability have become common marketing tools for brands looking to appeal to their consumers.
During the pandemic, the environment has seemingly taken the much-needed time to recover, a silver lining amidst the crisis perhaps. This only makes the discussion of sustainability inevitable, particularly involving how brands might transform into a genuinely greener brand. In fact, restoring and protecting the environment may be a priority for consumers and stores alike coming out of the crisis. Amazon is a prime example, being one of the largest online shopping websites where demand has skyrocketed amidst self-quarantine. The brand has a feature of reduced packaging, as well as additional options such as slower delivery. In addition, there are many more brands of different departments that offer green products that deserve support and attention.
Sustainability has to become a more inherent part of brand identity; it is one of the many lessons we’ve collectively learned during our time in self-isolation. Rather than the motive of profit, a genuine effort to “go green” will have a greater effect. In the meantime, while shelter-in-place regulations are still enforced, it is a good time to turn to eco-friendly activities and consider how we can be sustainable moving forward.
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