How to show your commitment without falling into the trap of greenwashing? The case of Stooly!

Introduction

In a context where consumers are increasingly sensitive to environmental issues, companies are tempted to communicate about their CSR commitment. But how can they stand out from greenwashing and build an authentic brand image? Take the example of Stooly, a French cardboard furniture brand, which, despite currently producing in Asia, strives to reconcile its environmental commitment with industrial reality.

Stooly: between local ambition and global constraints

Stooly is a French brand that has chosen recycled cardboard to design aesthetically pleasing and durable furniture. While the company aims to produce all of its furniture in France, industrial realities initially forced it to manufacture in Asia. This choice was motivated by economic and logistical reasons, but also by the desire to quickly bring its products to market.

However, Stooly has never hidden this reality and has surrounded itself with experts to measure the environmental impact of its production. Support from the Eco Impact label has allowed the brand to accurately assess its carbon footprint and implement corrective actions.

The keys to engaged and transparent communication

To avoid the greenwashing trap, companies must adopt honest and transparent communication. Here are some tips inspired by Stooly's example:

• Being transparent about its production chain: Stooly does not hide the fact that its furniture is made in Asia, but highlights the efforts made to reduce the environmental impact of this production and the relocation projects in France.
• Highlighting environmental certifications and labels: The Eco Impact label for the Léon stool and Arthur bench study is tangible proof of Stooly's commitment to the environment.
• Communicate about the materials used and their life cycle: Stooly emphasizes the use of dense cardboard, not recycled but 100% recyclable, without the addition of toxic products.
• Highlighting upcoming projects: The construction of the factory in France is concrete proof of Stooly's desire to reduce its carbon footprint and create local jobs.
• Invite consumers to participate: Stooly can encourage its customers to share their experiences and give their opinions on the brand's products and actions.
• Upcycling damaged furniture: Our stools, after a full life serving our customers, are embarking on a new adventure. Worn by time and many uses, they are recovered and carefully deconstructed in an artisanal and authentic way by our teams. Thanks to their expertise, these unique pieces are transformed into everyday objects, such as Christmas trees or designer lighting. This approach, which we have named "This was a stool," illustrates our commitment to a circular economy and values ​​each stage of our products' life cycle.

How can we continue to use the codes of commitment without falling into the trap?

• Highlighting brand values: Beyond the products, it's the company's values ​​that matter. Stooly communicates its commitment to the circular economy, local production, and employment.
• Use clear and simple language: Avoiding technical jargon and overly vague expressions is one of the keys to transparency. We favor short sentences and concrete examples to avoid confusing messages.
• Highlight the environmental benefits of products: Explaining how cardboard furniture helps reduce waste and preserve natural resources is important for a responsible approach.
• Demonstrate humility: No business is perfect. It's important to recognize your limitations and commit to a process of continuous improvement.

But ABOVE ALL.... Avoid putting "Green" everywhere!!

While green is often associated with ecology, excessive use of this color can quickly fall into the trap of greenwashing. Indeed, this practice, used by some companies to give a misleading image of environmental commitment, can create confusion among consumers. At Stooly, we have chosen to stand out by using a broader and more cheerful color palette. Our brand, while green in its values, stands out for its vitality and originality.

Conclusion

Stooly embodies the belief that it is possible to reconcile industrial demands and environmental commitment. Guided by its motto "It is better to strive for self-improvement than for unattainable perfectionism", the company strives every day to improve its practices. By being transparent about its choices and involving its community ( LinkedIn , Instagram ), Stooly is building a more sustainable future, step by step.

And you, have you joined the Stooly adventure?

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