In today’s marketplace, brands promoting sustainability face increasing scrutiny as consumers become more discerning, wary of greenwashing, and increasingly resistant to what they see as “woke capitalism.” This growing skepticism around corporate messaging means that simply touting eco-friendly initiatives no longer guarantees consumer loyalty. Instead, brands must adapt their approach to sustainability, shifting away from performative gestures and focusing on authenticity, product quality, and genuine environmental impact.
The backlash against “woke capitalism” – a term used to describe brands leveraging social or environmental issues for profit – has been gaining momentum. Consumers are no longer as easily swayed by brands that publicly champion sustainability without backing it up with real action. The phenomenon is not just limited to environmental claims but extends to social justice initiatives as well, which have sometimes been seen as corporate attempts to capitalize on social movements without making meaningful contributions. This has left brands in a delicate position. They need to navigate a path where their sustainability efforts are not just superficial marketing tools, but integral to the brand identity and product offerings.
In this climate, irreverence becomes a useful tool for brands that want to cut through the noise. Consumers are exhausted by companies that bombard them with sanctimonious messaging about how they’re “saving the planet.” Instead, a more playful, self-aware approach can stand out. Brands that combine humor, humility, and authenticity in their sustainability messaging are more likely to resonate with skeptical shoppers who don’t want to feel like they’re being lectured to or sold a false narrative.
But while the messaging must be clever, the product is still paramount. For sustainability to have a genuine impact, the product itself must be the main focus. It’s not enough to slap a green label on a product; brands must offer high-quality, durable items that meet the consumer’s real needs. This is where brands that prioritize true sustainability — such as those that use organic or recycled materials, ensure fair labor practices, and minimize waste — can set themselves apart from the pack.
Brands like Patagonia have built an empire on this principle. They’ve built credibility not by pushing the “green” narrative, but by consistently putting out products that are both functional and genuinely sustainable. Their commitment to repairing and reusing their products rather than encouraging overconsumption has earned them a level of trust with consumers that many other brands are still working to achieve. Similarly, companies like Allbirds and Veja have made their products the centerpiece of their messaging, offering shoes and apparel that don’t just claim to be sustainable, but are demonstrably so through the use of natural materials and ethical supply chains.
The key takeaway for brands is that consumers are becoming increasingly immune to flashy sustainability claims. Instead, they are looking for brands that put their money where their mouth is — that back up their sustainable promises with well-made products and transparent practices. As the conversation around sustainability matures, authenticity and substance will become the currency that matters most, while performative “greenwashing” will be called out for what it is.
In essence, sustainability must be woven into the fabric of a brand’s identity, not simply an add-on. The product must be the hero of the story, with sustainability as a meaningful and integral part of its development. Brands that can marry irreverence with authenticity, and put their products — rather than their messaging — at the forefront, will likely find themselves ahead in a market where consumers are increasingly skeptical but also increasingly hungry for genuine, impactful change.
