Customers will leave a brand over greenwashing: Jo Gaines, VP Salesforce

When consumers are hoodwinked by brands through their greenwashing, more likely than not, they will not shop with those brands again, according to Jo Gaines, area VP of retail and consumer goods at Salesforce.

At the Salesforce RCG Summit in Melbourne Gaines told Digital Nation Australia that to keep the trust between a brand and consumer, storytelling is imperative.

“Consumers don't expect us to have nailed it and have it perfect. But be honest with them about where are you at, what are you trying to do and the steps are you taking.

"They're very forgiving if you're willing to tell the story. But if you make claims that are difficult for them to believe or simply not true, that's when you lose them," she said.

Gaines explained, “A lot of companies have come out and said we're working towards net zero by 2026 or whatever their goal is. So then what are what are you doing about it? What are you doing to get there?"

When brands are marketing their sustainability journey to consumers, they need to incorporate a storytelling element, Gaines said. 

She said that Australians love a good yarn so brands should take advantage of that and add that into their marketing.

“What we've missed through the pandemic is the ability to have a good yarn. What we want to see from brands is some great storytelling, tell me why I should care? Too often we're jumping to here's your options and here's the solution,” she said.

Gaines explained she loves the idea of helping a customer get to a point, not making the end choice for them.

“Tell them what sustainability options exist, but don't assume that is what they care about. Give them a path, give them choice, give them a story and let them make up their mind. We think consumers don't really know what they want, but when they don't get it, or when they do get it, they know,” she said.  

“I don’t think consumers are going to tell us exactly what they want from sustainability, but they'll know if they're not getting it. We’re hearing universally from retailers in Australia that consumers are asking more questions. They're wanting more content; they're wanting more sustainable options.”

Athina Mallis flew to Salesforce RCG Summit as a guest of Salesforce.