Bacardi Bemoans Brand Greenwashing Stunts

By Mariam Cheik-Hussein
Mar 4, 2019 11:10 AM ET

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.

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