Presenting an article by Eva Koktysh, a third-year student at Lomonosov Moscow State University’s Higher School of Business. As a future business professional and blogger, she explores how brands communicate their values and how consumers perceive corporate responsibility.
In today’s world, companies are selling not just products but also ideas—sustainability, ethics, and social impact. However, the gap between their messaging and their actual practices is becoming increasingly evident. More and more consumers, especially younger generations, are starting to question whether corporate social responsibility (CSR) is a genuine commitment or just a well-crafted marketing strategy.
In this article, the author examines why “green” brands are losing consumer trust and why she, like many others, has stopped believing the hype.
Why “Green” Brands Are Losing Our Trust – And Why I’ve Stopped Believing the Hype
There’s something I’ve been noticing more and more—and I think you might feel it too. Have you ever scrolled through Instagram or walked into a store and been bombarded with brands promising to “save the planet,” “empower women,” or “give back” to the community?
It’s everywhere. From beauty products with leafy logos to coffee cups that scream “eco-friendly.” As a lifestyle blogger, I live in this world. I see the behind-the-scenes of campaigns, the PR pitches in my inbox, and the way brands try to frame their stories.
But here’s the thing: people don’t seem to be buying into it anymore. And I’m starting to understand why
The Problem Behind the Green Labels
In Russia, this issue has been showing up in the news and social media lately. A few popular fashion and beauty brands have been called out for promoting “ethical” campaigns while quietly sticking to harmful or outdated practices.
One brand advertised “supporting local women” but was caught underpaying factory workers. Another ran a flashy eco-campaign, while using non-recyclable packaging on their best-selling products.
It’s frustrating because we all want to believe we’re making a difference when we shop consciously. But it turns out, a lot of these CSR (Corporate Social Responsibility) campaigns feel like just that—a campaign, not real action
What the Data Says
And it’s not just me feeling skeptical. The VTsIOM survey from last year shows that only 10% of Russians fully believe companies are socially responsible. That’s tiny! People don’t trust brands to actually care—they assume most are doing it for show.
And honestly? They’re probably right, at least a lot of the time. Many brands are stuck in what experts call “instrumental CSR”—using sustainability or charity as a PR tool instead of making it part of their real business.
It’s like putting a filter on a photo: sure, it looks great at first glance, but it doesn’t change the reality underneath.
How This Affects Me As a Blogger
I’ve started questioning the role I play in this system. I share products, cafes, brands—things that inspire me visually and emotionally. But am I helping companies sell the “idea” of being responsible, when they’re really not?
It’s tricky because I still love the beauty in everyday moments. I love showing you new skincare launches, local coffee spots, or brands with cool design. But now, before I post, I pause and think:
Is this brand walking the talk? Or are they selling a pretty story with nothing behind it?
It’s made me more careful and intentional about what I share, even if it means working with fewer brands. And funny enough, the more I bring this up in conversations, the more people tell me they feel the same—they’re tired of “fake responsibility.”
The backlash against greenwashing and fake CSR is growing—not just in Russia, but globally. More people, especially young consumers (like most of us), expect brands to show real action, not just filtered campaigns.
In a way, CSR has entered everyday life, whether we talk about it using fancy terms or not. It’s in how we choose what brands to support, what we share online, and how we respond to companies that try to “sell” us responsibility instead of truly living it.
Let’s be honest: Have you noticed this too? That feeling of “wait, is this brand actually doing what it says?” I’d love to know if you’ve started spotting this gap between CSR and reality in your everyday choices.
In today’s world, companies are selling not just products but also ideas—sustainability, ethics, and social impact. However, the gap between their messaging and their actual practices is becoming increasingly evident. More and more consumers, especially younger generations, are starting to question whether corporate social responsibility (CSR) is a genuine commitment or just a well-crafted marketing strategy.
In this article, the author examines why “green” brands are losing consumer trust and why she, like many others, has stopped believing the hype.
Why “Green” Brands Are Losing Our Trust – And Why I’ve Stopped Believing the Hype
There’s something I’ve been noticing more and more—and I think you might feel it too. Have you ever scrolled through Instagram or walked into a store and been bombarded with brands promising to “save the planet,” “empower women,” or “give back” to the community?
It’s everywhere. From beauty products with leafy logos to coffee cups that scream “eco-friendly.” As a lifestyle blogger, I live in this world. I see the behind-the-scenes of campaigns, the PR pitches in my inbox, and the way brands try to frame their stories.
But here’s the thing: people don’t seem to be buying into it anymore. And I’m starting to understand why
The Problem Behind the Green Labels
In Russia, this issue has been showing up in the news and social media lately. A few popular fashion and beauty brands have been called out for promoting “ethical” campaigns while quietly sticking to harmful or outdated practices.
One brand advertised “supporting local women” but was caught underpaying factory workers. Another ran a flashy eco-campaign, while using non-recyclable packaging on their best-selling products.
It’s frustrating because we all want to believe we’re making a difference when we shop consciously. But it turns out, a lot of these CSR (Corporate Social Responsibility) campaigns feel like just that—a campaign, not real action
What the Data Says
And it’s not just me feeling skeptical. The VTsIOM survey from last year shows that only 10% of Russians fully believe companies are socially responsible. That’s tiny! People don’t trust brands to actually care—they assume most are doing it for show.
And honestly? They’re probably right, at least a lot of the time. Many brands are stuck in what experts call “instrumental CSR”—using sustainability or charity as a PR tool instead of making it part of their real business.
It’s like putting a filter on a photo: sure, it looks great at first glance, but it doesn’t change the reality underneath.
How This Affects Me As a Blogger
I’ve started questioning the role I play in this system. I share products, cafes, brands—things that inspire me visually and emotionally. But am I helping companies sell the “idea” of being responsible, when they’re really not?
It’s tricky because I still love the beauty in everyday moments. I love showing you new skincare launches, local coffee spots, or brands with cool design. But now, before I post, I pause and think:
Is this brand walking the talk? Or are they selling a pretty story with nothing behind it?
It’s made me more careful and intentional about what I share, even if it means working with fewer brands. And funny enough, the more I bring this up in conversations, the more people tell me they feel the same—they’re tired of “fake responsibility.”
The backlash against greenwashing and fake CSR is growing—not just in Russia, but globally. More people, especially young consumers (like most of us), expect brands to show real action, not just filtered campaigns.
In a way, CSR has entered everyday life, whether we talk about it using fancy terms or not. It’s in how we choose what brands to support, what we share online, and how we respond to companies that try to “sell” us responsibility instead of truly living it.
Let’s be honest: Have you noticed this too? That feeling of “wait, is this brand actually doing what it says?” I’d love to know if you’ve started spotting this gap between CSR and reality in your everyday choices.
