And sustainability goes the same.
A few example of words that have lost meaning: eco-friendly, sustainable, green, clean, recyclable, biodegradable, upcycled, waterless, zero-waste, carbon neutral. Hang on! Too many words that brands use in their campaigns.
Fear not. These words still carry meaning, but the more mainstream they become, the more meaning they loose. Why? Because they tend to be used in many different ways that can be contradictory to each other.
What is our recommendation? Use them with details and explanations. Bring nuance to your language. Depth to your campaigns. Not easy, as you need to capture attention first and hook consumers before they move on to the next idea.
But being honest, transparent is more important to remain relevant rather than shouting the loudest.
Remember. It’s about trust. And trust is built over time.
Download our Marketing whitepaper to learn more about the do’s and don’ts of the wording of sustainability in Beauty.