How To Avoid Greenwashing

How to Avoid Greenwashing is episode 2 of a 3 part webinar series by Cambridge Marketing College in association with The Mindful Collective.
In this episode, Neil Wilkins talks to a panel of experts, including Nigel Clark, Brendan Llewellyn and Joe Pereira about how marketers can avoid greenwashing when marketing sustainability.
The conversation moves towards the idea of creating a marketing sustainability guidelines, similar to the equivalent of brand guidelines, with which most marketers are already familiar.
Could this be the best first step on the marketing sustainability journey for businesses?

Greenwashing is a critical marketing and communications consideration for all businesses and something that can make or break successful rollout of marketing sustainability.

There are many challenges but at the same time, opportunities both from self certification as well as following tried and tested methods.

Greenwashing – False promise of certification – executive summary 

Looking into the effectiveness of voluntary certification schemes in the abscesses of national and global legislation.

http://changingmarkets.org/wp-content/uploads/2018/05/False-promise_full-report-ENG.pdf

Greenwashing in Retail – High profile example

H&M have come under heavy scrutiny on sustainability claims, highlighting the critical impact that the wider supply chain can have on your communications and credibility. The following article focuses on the wider textile/fashion industry.

https://www.edie.net/news/7/Report–60–of-sustainability-claims-by-fashion-giants-are-greenwashing/

White paper for making sustainability claims 

https://collateral-library-production.s3.amazonaws.com/uploads/asset_file/attachment/1563/Neither-Boastful-Nor-Bashful-Innovative_Claims.pdf

For more help on your marketing sustainability communications and to help you avoid greenwashing, please contact us

People

Collaboratively building tools and best practice, to position leadership, talent development and customers at the heart of mindful business

Read More


0 Comments1 Minutes

Marketing Sustainability Webinar 1 of 3

Part 1 of the Marketing Sustainability webinar series in association with Cambridge Marketing College

Read More


0 Comments1 Minutes

Start Hiring People Who Are Better Than You

Mindful recruitment is at the core of the successful business of the future and this should apply at all levels in the organisation.

Read More


1 Comment1 Minutes

Privacy Preference Center