Walking the Talk: Authenticity as a Sustainable Brand Differentiation Strategy in the Green Marketplace

When companies spend more money and time on portraying themselves as environmentally friendly than on actually minimizing their environmental impact, it is known as greenwashing. Greenwashing has become more common in branding as companies realize that consumers want to support brands which align with their values. This, in turn, has made it more difficult for brands that are actually driven by their values to stand out because of their authentic commitment to the environment. This thesis explores how brands, Diamond Brand Gear (DBG) specifically in this case, can differentiate their sustainability branding strategies from those of other companies who aren't as 'authentically mission-driven' in their commitment to environmental and social responsibility. In order to do this, the research will evaluate perceptions of DBG's brand ethos, values, and sustainability messaging from the perspectives of a variety of stakeholders both within and outside the company.