Topic 1 What is greenwashing

Greenwashing could be defined as a marketing strategy driven by certain companies to present themselves as sustainable when, actually, they are not. The objective is then to hide their real practices and to take advantage of the attraction and interest that generates being green to others.

Greenwashing was first used by Jay Westevel in 1986, after detecting that some strategies carried out by some hotels belonged to commercial issues more than to environmental reasons.

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I agree that greenwashing is a real barrier to achieving a genuine impact on the environment and the community, and for startups’ CSR to be seen as such as a result.

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