Remember when slapping “eco-friendly” on a plastic bottle was enough to boost sales? Those days are changing. Today’s consumer often stands in the aisle, smartphone in hand, ready to fact-check your sustainability claims before the product ever reaches their cart. The post-pandemic marketplace has evolved—creating a more discerning buyer who increasingly expects substance behind the slogans and action behind the activism.

This isn’t just about marketing—it’s about thriving in a marketplace where authenticity has become a valuable currency. The question isn’t whether your audience cares about your social impact—it’s whether they believe you when you talk about it. And while that creates challenges, there are also clear solutions.

Beyond Perks: How Many Consumers Now Crave Connection

According to a 2023 Edelman Trust Barometer report, 71% of consumers will switch products if they don’t trust the company behind it, even if the product is higher quality or offers better value than competitors. Additionally, research indicates that 75% of Americans say it is no longer acceptable for companies just to make money; they must positively impact society too.

These statistics reveal an important truth: while discounts and perks remain effective marketing tools, they’re increasingly being weighed against a brand’s perceived authenticity and values. Brands that balance promotions with authentic purpose don’t just attract buyers—they build more loyal, engaged communities that see themselves as part of something bigger. However, this heightened consumer awareness has created another challenge for brands: their marketing language must evolve.

The Buzzword Balance: Finding Effective Communication

Consumers are increasingly reading the fine print, scrutinizing ingredients, and scouring brand websites to ask tougher questions. This doesn’t mean buzzwords are ineffective—they’re still valuable shorthand for communicating complex ideas. The key is ensuring they’re backed by genuine action.

Consider “sustainability” as a perfect example. If a company is genuinely creating clothing in an environmentally responsible way, “sustainable” is the appropriate term. The problem isn’t the buzzword itself—it’s when there’s nothing substantial behind it.

When Buzzwords Work: Success Stories

Patagonia: Their “Don’t Buy This Jacket” campaign used sustainability messaging while actively encouraging consumers to repair items rather than replace them. Their “Worn Wear” program backs up their environmental claims with concrete action, making their use of sustainability terminology authentic and effective.

Dove: Their “Real Beauty” campaign utilized inclusivity terminology, but backed it with genuine representation in their marketing and the establishment of the Dove Self-Esteem Project, which has reached over 82 million young people with body confidence education.

When Buzzwords Fail: Cautionary Tales

H&M’s Conscious Collection: The fast-fashion retailer faced backlash for greenwashing when their “sustainable” clothing line was found to contain a higher percentage of synthetic materials than their main collection, despite marketing language suggesting significant environmental benefits.

Pepsi’s 2017 Kendall Jenner Ad: The company attempted to tap into social justice movements with messaging about unity and peace, but the advertisement trivialized serious protests, leading to immediate backlash and the ad being pulled within 24 hours.

Common Buzzwords: Using Them Effectively

Consumers are increasingly scrutinizing brands that use certain terminology without backing it up. Once they see through a facade, they often disappear and take their dollars with them. While these buzzwords and phrases are common and can be effective when used honestly, a closer look reveals the importance of authentic implementation.

Sustainability Terms: Words like eco-friendly, recyclable, natural, biodegradable, and carbon neutral remain powerful when backed by measurable environmental efforts. Seventh Generation uses these terms effectively because they maintain transparent ingredient lists and consistently implement sustainable practices throughout their supply chain.

Social Impact Language: Terms like diversity & inclusion, ethical sourcing, empowerment, inclusivity, giving back, and purpose-driven work when paired with tangible action. Bombas’ use of these terms is effective because for every item purchased, they donate an item to homeless shelters, with donations exceeding 50 million items.

Seasonal Cause Marketing: Brands that only support movements during Black History Month, Pride Month, Earth Day, or other observances face increasing skepticism. Consistent, year-round commitment is essential. Ben & Jerry’s avoids this pitfall by maintaining consistent advocacy positions throughout the year, not just during trending moments.

If a brand’s commitment to change isn’t consistent and transparent, the backlash can be swift and unforgiving. Instead of strengthening relationships with customers, shallow efforts can expose a brand’s lack of authenticity, making it harder to earn back trust.

The Steep Cost of Inauthenticity

Brands engaging in performative activism without substance need to be aware of potential consequences:

• Loss of Trust: It’s incredibly difficult to rebuild trust once lost. A single campaign or feel-good slogan won’t convince those who are looking for real, long-term commitment from a brand. The damage is often immediate, and the path to redemption is long.
• Damage to Brand Reputation: Sometimes, the damage of inauthenticity extends beyond losing customers. Public scrutiny, backlash, and even boycotts can damage a brand’s reputation, making recovery difficult—lingering far longer than any PR crisis.
• Financial Impact: Backlash and boycotts have tangible financial impact. In the age of social media, a single misstep can spark a wave of criticism that spreads far and wide, costing brands not only in lost sales but also in long-term brand loyalty.
• Missed Opportunities for Real Impact: Treating social responsibility as a mere marketing tactic rather than a core business value means missing out on the chance to make meaningful change and build a loyal, engaged community.

Yet amid these cautionary tales, there’s a clear path forward for brands willing to embrace authentic living their values.

Authentic Brand Presentation: From Buzzwords to Believable Communication

To build trust in today’s marketplace, brands must thoughtfully consider how they communicate their social impact. The most successful companies haven’t abandoned buzzwords entirely, but they’ve ensured their marketing language is supported by authentic action. Here’s how to transform your brand communication:

1. Replace Vague Claims with Specific Evidence

Instead of saying “We’re committed to sustainability,” follow Patagonia’s approach by communicating precisely:

• “We’ve reduced our carbon footprint by 25% since 2020”
• “78% of our materials are now recycled or responsibly sourced”
• “Our factories undergo third-party environmental audits every six months”

2. Show the Process, Not Just the Outcome

Everlane built trust by revealing their production journey, not just their final product:

• Document your challenges and setbacks alongside your successes
• Create “behind-the-scenes” content showing real work in progress
• Share timeline-based roadmaps for future improvements and hold yourself accountable

3. Let Your Actions Lead Your Messaging

REI demonstrates that authentic presentation starts with meaningful action:

• Launch marketing campaigns only after initiatives are well-established internally
• Feature real stakeholders and participants rather than models or spokespeople
• Communicate through demonstration rather than declaration, as they did with their “Opt Outside” campaign closing stores on Black Friday

4. Adopt Transparent Language Across All Touchpoints

Tony’s Chocolonely shows how transparent language builds credibility:

• Replace industry jargon with clear, accessible explanations
• Quantify claims with specific numbers and verifiable metrics
• Acknowledge limitations and areas for improvement explicitly, as they do with their mission to make chocolate 100% slave-free

5. Create Consistent Messaging Across Channels

Ben & Jerry’s maintains authenticity through consistent voice across all platforms:

• Ensure social impact messaging appears in product packaging, not just campaigns
• Train customer-facing staff to accurately communicate your initiatives
• Maintain consistent values-based communication in investor relations and recruitment

The most powerful approach isn’t about eliminating buzzwords—it’s about ensuring your actual business practices match the language you use. By building communication strategies that connect terminology to tangible action, you create a foundation for lasting consumer trust that withstands the inevitable scrutiny of today’s transparent marketplace. 

And if you’re looking for the perfect partner to help transform your approach to authentic brand communication, our expertise is just a call away. Contact us today to start building messaging that matches your mission.