The conversation surrounding eco-friendly products has increased tremendously over the past few years. This new wave in sustainability has caused many huge companies to implement new policies and strategies in order to cater to what is now essentially a timeless trend. Making products more sustainable not only benefits the environment but makes a company's products more marketable. This is known as green marketing. Green marketing has proven successful in many previous campaigns and continues to do so because of the simple logic that consumers prefer high-quality, eco-friendly products over simply high-quality products.
With green marketing comes green washing. Green washing is when companies don’t put in the effort of making their products or production process truly sustainable, but still reap the benefits that green marketing brings. Now that sustainability is more mainstream and profitable, many companies have taken advantage of it in many ways. Some companies associate their brand image with greenery and naturescapes in order to promote a false narrative in which they protect the greenery and naturescapes. Other companies take pledges to reduce their greenhouse gas emissions without aiding the pledges with proper plan of actions.
Green washing tactics are hard to detect and undermine the recognition that companies sincerely striving to make a change deserve. However, at the end of the day, companies which are truly making a change are the ones which survive long term and have the future of sustainability in their hands.
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