This Publication examines how deceptive sustainability tactics impact brand credibility, consumer trust, and the authenticity of sustainability claims. It also explores how the circular economy can help restore trust in brands that have faced backlash for greenwashing.

Drawing on Paul Southgate’s Total Branding by Design and Nicholas Ind’s Beyond Branding, the study highlights the risks of misleading sustainability efforts. Southgate emphasizes that consumers reject marketing that contradicts their perception of a brand, while Ind underscores the importance of authenticity in building trust. Matt Haig’s Brand Failures further illustrates the consequences of deceptive branding, referencing cases like Volkswagen’s Dieselgate and H&M’s greenwashing controversies, where sustainability claims failed to align with brand actions.

The study also examines Social Purpose Branding (SPB), where companies incorporate activism into their brand identity. Patagonia exemplifies a successful approach, while other brands face criticism for exploiting sustainability for marketing gains. With increasing consumer scrutiny on social media, authenticity in sustainability messaging is more critical than ever.

Finally, this research explores how the circular economy can help brands rebuild lost trust. Volkswagen’s shift toward circular strategies demonstrates how brands can regain credibility by aligning sustainability commitments with tangible actions.