Topic 3 Greenwashing

Critics point out that simply marketing messages is not a guarantee that the company is actually making a conscious effort to become more sustainable (Riley, 2013). As a result, reporting and marketing has provided opportunities for organizations or individuals to expose corporate greenwashing.

Just a few short years ago, “green marketing” and vague promises of action often received little scrutiny. But since COVID-19 outbreak, and human isolation has forced people to reflect on many challenging elements of our society and planet. One clear implication is that consumers, investors, and auditing bodies are less inclined to accept disingenuous messaging around sustainability. There are greater expectations that organizations must diligently address the changes required to achieve sustainability with great level of strategic business focus.

The consequences of corporate greenwashing are becoming more dire, it is inferred that when greenwashing is identified in the product, it loses the aspects of loyalty, satisfaction and benefits, as well as becoming a product that causes confusion of consumption (Chen & Chang, 2013).

Green Hash – On the flip side, as a result or fear over the risk of their marketing messages being labeled as greenwashing, some firms have become wary of communicating positive sustainability messages – a phenomenon that has been labeled ‘green hush’ unless they have strong proof of the effectiveness of their efforts.

That phenomenon can only be perceived by sustainable savvy (mainly generation) as either lack of sustainable activity or lack of confidence in it.

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