The risks of 'greenwashing' in a recession
Saturday 15 August 2009
Greenwashing is a term used to define marketing actions by organisations, claiming to take an environmental approach to their products or services, when in fact, they are doing nothing or very little. Greenwashing is a form of marketing hype, and in turbulent times, many companies may be contemplating 'sexing up' their image by tapping into the positive consumer sentiment of a environmentally friendly approach. But being caught 'greenwashing' is a huge reputational risk.
In a poll by 'Treehugger' over two thirds of all respondents doubted that a company's environmental claims are not to be trusted. In their survey 'Can we trust corporations when they use terms like sustainable and green' (here) the overwhelming response is 'no'. This bodes poorly for those who are found out greenwashing their company's environmental efforts.
Taking this thinking a step further, this great little cartoon highlights the blanket approach used by companies in greening-up their marketing - well worth a look and well worth taking it more seriously than you might for behind the humour is a massive risk for greenwashing companies.
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Monday 27 February 2017
It's been a significantly busy couple of months looking at how Industries and Government Agencies are preparing for change. The Companies versus Climate Change conference in Fort Lauderdale, Florida in November/December, and a meeting with the Political Science Department at the University of Hawaii (Manoa) in January show that positive action is happening, despite some of the headlines
Saturday 31 December 2016
Many of you know that each year I make an observation about what I think the year will bring. The track record suggests I'm usually a couple of years ahead of the curve. With that said I'm calling 2017
Monday 12 December 2016
In Ft. Lauderdale USA I recently attending a delightful provocatively named 'Companies Versus Climate Change' conference. And the message is clear - companies, BIG well known companies are tackling the issues of climate change, sustainability and their carbon footprints and both making and saving VAST sums of dollars. The simple take away message from the presentations over the three days could not have been more explicit - tackling climate change pays off big time!