In today’s marketplace, sustainability is no longer a mere buzzword; it has become a crucial component of consumer decision-making. However, with increased consumer interest in eco-friendly products comes the challenge of authenticity. The term “greenwashing” has emerged to describe deceptive claims made by businesses about their environmental practices. In this context, companies that truly prioritise sustainability face the difficult task of standing out while maintaining consumer trust.

In a recent conversation, Silvia Sigrist, Head of Marketing at Seep, delved into the evolving landscape of sustainability in consumer goods. Silvia shared her insights into how brands can navigate the pitfalls of greenwashing, build consumer trust, and effectively market their sustainability efforts. Having spent years developing digital marketing strategies for large organisations, Silvia made the shift to purpose-driven companies like Seep, a brand committed to eliminating plastic waste. Her journey from agency work to heading marketing for a sustainable company provides a unique perspective on the challenges of marketing genuinely sustainable products.

Sustainability: From a Trend to a Core Value

One of the major themes Silvia discusses is how sustainability has shifted from being a trend to becoming a core value for many consumers. However, this shift has not been without its challenges. Silvia explains that while consumers increasingly demand sustainable options, there is still widespread confusion about what sustainability really means. “A lot of the time, people don’t know that the product they’re using might be harmful to the environment, or even that it’s made from plastic,” she notes. This confusion is exacerbated by the rise of greenwashing, where brands mislead consumers into thinking they are more eco-friendly than they really are.

Silvia describes how brands must work harder than ever to educate consumers about what sustainability truly means and why it matters. For her, it’s not just about slapping a green label on a product but about ensuring that the values behind that product are real and transparent.

“We have a big role in first making people aware that the traditional products they’re used to aren’t necessarily good for the environment,” Silvia explains, “but also showing that there are alternatives available.”

This need for education is especially important when introducing sustainable products that may look or perform differently from their conventional counterparts.

The Challenge of Greenwashing

A significant part of the conversation focused on the growing problem of greenwashing and how it undermines genuine efforts by businesses trying to make a positive impact. Greenwashing occurs when companies use misleading claims or vague language to exaggerate the environmental benefits of their products. Silvia argues that transparency is the key to avoiding this trap. “We use certifications like B Corp and FSC packaging to substantiate our claims,” she says, emphasising that brands must be able to back up their environmental claims with evidence. At Seep, they also produce impact reports and are open with customers about the sourcing of their materials, even when it raises questions about why certain products, like their sponges, are sourced from places like China.

Transparency, Silvia believes, is the foundation of trust.

“If you can’t find transparency in a brand, that’s a red flag,”

she asserts. To combat greenwashing, Silvia advocates for brands to be upfront about their limitations as well as their successes. For example, Seep is candid about the fact that some of their products are manufactured overseas due to the lack of suitable suppliers in the UK. However, they ensure that these suppliers meet high standards for ethical and sustainable production. “It’s important to bring customers along on the journey,” Silvia adds, acknowledging that sustainability is an ongoing process, not a fixed achievement.

Educating the Consumer

Silvia highlights the crucial role of education in creating a more sustainable consumer landscape. As she sees it, many consumers are simply unaware of the environmental impact of the products they use every day. This is where brands like Seep come in, working not only to create eco-friendly products but also to inform consumers about why these products are important. “There’s a lot of jargon around sustainability,” Silvia says, noting that terms like “biodegradable,” “compostable,” and “eco-friendly” can often confuse rather than clarify.

One of Seep’s strategies is to keep things simple. “When we ask our customers what made them choose Seep, they often say it’s because our products are plastic-free,” Silvia explains. The clarity and straightforwardness of the term ‘plastic-free’ resonates with consumers who want to make environmentally responsible choices but don’t necessarily understand all the technical terminology. Silvia suggests that the future of sustainability marketing lies in this simplicity: “Just be upfront and clear about what your product is and what it isn’t.”

This educational aspect is central to Silvia’s vision of how sustainable brands can stand out in a crowded market. For her, it’s not just about making claims but also about helping consumers understand the broader context of their purchasing decisions. “Our mission at Seep is to eliminate 1 billion plastic cleaning tools from landfills by 2030,” she explains. While this might sound ambitious, Silvia emphasises that this kind of long-term goal resonates with consumers who want to be part of a movement that makes a real difference.

Building a Loyal Customer Base

One of the most interesting insights Silvia shares is how sustainability can help build stronger, more loyal customer relationships. She points out that consumers who care about sustainability often see their purchasing choices as extensions of their values. “If someone believes in reducing waste and sees that reflected in the product they buy, they’re more likely to stick with that brand,” Silvia explains. She believes that this alignment between personal values and brand values is one of the reasons why sustainable brands often enjoy greater customer loyalty.

This loyalty, however, is not something that can be taken for granted. Silvia stresses that it must be earned through transparency and ongoing engagement. “At Seep, we’re always communicating with our customers through email, social media, and other channels, sharing not only our successes but also our challenges,” she says. This openness creates a sense of community around the brand, making customers feel like they are part of Seep’s mission to reduce plastic waste.

Balancing Sustainability and Profitability

Silvia is also candid about the challenges of balancing sustainability with profitability, particularly in a market where consumers are often driven by price. Sustainable products typically come at a premium due to higher production costs, which can be a deterrent for some shoppers. Silvia acknowledges this but believes that the key is to communicate the long-term value of sustainable products. “Our products are designed to last longer than traditional alternatives,” she explains, noting that while they may have a higher upfront cost, they ultimately save consumers money by lasting longer and reducing waste.

Still, Silvia recognises that convincing consumers to pay more for sustainability is not always easy.

“We want to get to a point where sustainable options are more accessible to everyone,”

she says, adding that this will require greater demand and economies of scale to bring prices down. Until then, Silvia believes that education and transparency are the best tools brands have for justifying the higher price points of sustainable products.

The Future of Sustainable Marketing

As sustainability becomes an increasingly important consideration for consumers, Silvia believes that brands must evolve to meet the demands of a more environmentally conscious market. She envisions a future where sustainability is not an add-on or a marketing gimmick, but a fundamental part of every business’s strategy. “Sustainability is a journey,” Silvia says, “and brands need to be prepared to constantly improve.”

For Silvia, the most important thing is that brands remain true to their values and avoid the temptation to overstate their environmental credentials. “If you believe in sustainability, you need to integrate it into your product portfolio in a real and meaningful way,” she advises. This means committing to long-term goals, being transparent about the steps being taken to achieve them, and, most importantly, engaging with consumers in a way that is honest and clear.

In a world where greenwashing threatens to undermine real progress, Silvia’s message is clear: authenticity, transparency, and education are the keys to building a sustainable brand that consumers can trust.

Conclusion

As Silvia’s insights reveal, the future of sustainable consumer goods lies in authenticity. While the temptation to greenwash is strong, brands that prioritise transparency and education will be better positioned to build lasting relationships with consumers. For businesses like Seep, this means constantly striving to improve their sustainability practices while remaining open and honest with their customers. Ultimately, Silvia’s perspective reminds us that sustainability is not a destination but a journey—one that requires ongoing effort, innovation, and a deep commitment to doing better for both people and the planet.