What You’ll Learn in This Video:
- The details of Gotbag’s greenwashing controversy.
- How they’ve adapted their messaging post-criticism.
- Why your PR agency could be a weak link in greenwashing claims.
- Practical tips for handling greenwashing accusations transparently.
In the YouTube video, I elaborate further on this greenwashing case:
Even sustainable brands can stumble.
Case in point: Gotbag—a brand I love, but who found themselves accused of greenwashing in 2022.
Let’s unpack their misstep, the backlash, and what they’ve learned since.
Skill up on greenwashing and sustainable marketing by subscribing to YouTube.
Why do I talk about this
I’m a proud owner of not one, but two Gotbag products (and probably more on the horizon—let’s see).
As a Berliner surrounded by eco-conscious trends, I’ve been a fan of their mission to upcycle ocean plastic into functional bags.
But as much as I admire their work, no brand is above critique, especially when transparency is at stake.
Gotbag greenwashing: What happened?
Gotbag’s claim of creating bags from “100% ocean plastic” didn’t hold water—literally. (Yes, I know that’s a bad joke.)
Their messaging lacked clarity, and critics were quick to point out the misleading phrasing. While their materials include significant amounts of recycled plastic, components like zippers and buckles weren’t part of the ocean-saving story.
They’ve since adjusted their claims to focus on “Ocean Impact Plastic” and explained what that means.
But their initial response to criticism?
Less than stellar.
Why do I still support them
Nobody’s perfect, and Gotbag is no exception.
But they’ve learned from this incident and continue to do meaningful work, from reducing ocean waste to supporting local communities.
Their mission aligns with my values, even if they stumbled.
If you’d like to learn whether low-carbon content marketing is right for your team, review our packages or book a meeting.
If you liked reading this article, I recommend the following content:
- The Digital Carbon Footprint of the Internet
- Cleaning Up Your Digital House: Sustainable Content Marketing
- Green vs Sustainable Marketing: What’s The Difference?
Although I recorded the YouTube video and wrote the script myself, generative AI was used in writing this blog post. We don’t use this method for our clients and only do so for us to increase publication on our blog.
