It is not a secret, that there are many companies on the market with a purely economic interest. Of course, these companies have not missed the fact, that a large target group with purchasing power is now in demand for sustainable products and services. By the way, this also increasingly includes clinics and research facilities.
The hunger for profit sometimes leads to writing "sustainable" on something that is not sustainable.. Also, small aspects of sustainability are often presented larger than they really are. For example, when a paper packaging is advertised as “recyclable”, even though this has been standard for a long time. This works well until someone of the well-informed target group draws attention to it and the shitstorm on social media takes off. This danger lurks not only lifestyle products, but also medical devices, laboratory materials and all other B2B areas.
The problem: This situation rubs off on others, including you worst case. Your customers have become suspicious, even if your new laboratory equipment is indeed environmentally friendly. In order to counteract a “Yes, but is this really sustainable”..., without a further do let's talk about the first Holy Grail in sustainability marketing: Information.