The risks of ‘greenwashing’ in a recession
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.
Futurist Marcus Barber has been invited to present at the Stockholm International Water Institute’s prestigious World Water Week conference to be held in Stockholm later this year. His abstract submission ‘Life versus Lifestyle: the emerging clash between consumer demands and water availability’ forms part of the key workshop item of ‘Managing Future Consumer Demands’ which…
Read More >The May Brainnovation session is open for bookings. If you’d like to be invited to attend this highly focused, creative and thought provoking session please contact us. We’ll send you an invite and as these sessions are strictly limited to no more than 15 people, it’s ‘first in – best dressed’ for acceptances! You’ll be…
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Read More >Your Advanced Organisational Strategy events coincide with a specific need for your business and lead to excellent outcomes. These events are customed tailored to help you solve an organisational challenge or to answer a key exploratory question for you. The AOS focuses on two main objectives – to create a specific ‘How to’ for solving…
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