Consumers are more sensitive to greenwashing as brands continue to ride the pro-environment bandwagon, according to 42BELOW global brand manager Kane Stanford.
Speaking to AdNews on the subject, which is when brands use marketing to mislead consumers into thinking they are environmentally friendly, Stanford said greenwashing can have the opposite effect if done wrong.
“There are absolutely dangers for brands joining the environmental movement - greenwashing is a real thing,” Stanford said.
Consumers today are extremely conscious about what kinds of products they’re purchasing for their bodies, homes, and businesses, and with so many choices available it’s hard to know what products may be guilty of some of the “Seven Sins of Greenwashing” — otherwise known as stating a product is generally natural, green friendly, or organic, when it has undergone zero testing or certification.
February 15, 2017 /3BL Media/ - As people across the globe become more aware of environmental issues and healthy living, the desire for green products and services is growing. But with all the various eco labels and environmentally friendly claims made by products these days, how can consumers know which labels are accurate and which fall into the category of greenwashing? Learn more by visiting the Domtar Newsroom.
The hidden opportunities of sustainability communications
We all know about greenwashing, but what’s greenmuting and why does it matter? In this presentation Saatchi & Saatchi S CEO Annie Longsworth will discuss the reasons that communication should be an integrated part of every sustainability strategy. She will explore the brand risks, as well as the missed opportunity for innovation and leadership, associated with greenmuting.
By Jacob Sterling, Head of Environment & CSR, MAersk Line
Maersk Line has traditionally not been known for its sustainability efforts. Why? Well, because the company used to have a habit of hardly communicating anything externally. Previously, there had been little perceived need for communicating — and this combined with a strong value around humbleness kept the company quiet. This has changed in the last 5-6 years where departments dealing professionally with both communications and sustainability have been set up.
The Green Power Hike, which recently took place in Hong Kong, is an annual fundraising event that focuses on environmental conservation and education. It’s a great initiative, but it serves as another reminder of just how inundated my daily life has become by the word “green” and how many different meanings the word has come to adopt. I am beginning to think that green is going through an identity crisis.
Blog by Julie Urlaub, Founder and Managing Partner at Taiga Company
Greenwashing is the practice of making an unsubstantiated or misleading claim about the environmental benefits of a product, service, technology or company practice. The term greenwashing is believed to have been coined in 1986 when environmentalist Jay Westerveld observed the practice of hotels encouraging guests to reuse bath towels as an effort to help the environment when in fact it simply saved massive amounts of money on laundry costs.