How to protect your brand from ‘greenwashing’
Fiona Nixon, chief strategy officer at Think HQ, presented a Masterclass at our recent Mumbrella360 conference on the controversial topic of greenwashing, and the potential impact on brands. Here, she expands on the subject, and explains why it’s dangerous to fake it until you make it.
Greenwashing has been described as a “deceitful marketing gimmick” intended to mislead consumers.
This happens when an organisation spends more time and money on marketing itself as environmentally friendly than on actually minimising its environmental impact.
There is little doubt that sustainability is important to consumers and ESG claims are driving growth. However, consumers don’t have the time, energy or knowledge to research and validate claims themselves.
