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Green marketing has been stained by exaggerated claims of superficial benefits to the environment – “greenwash” -- leaving a skeptical consumer public and drawing increasing regulation by the FTC. But consumers are looking for brands that share their social and environmental values and leading firms have taken much more substantive operational changes that offer new opportunities for credible, effective communications.
The answer is a new approach based on authentic claims, transparent support of those claims and engaging directly with key audiences in a partnership around solutions.
Jim Nail of Speaking Sustainability and Felice Kincannon will lead the discussion to provide a framework, show examples and discuss successful strategies for making sustainability a core element of your brand.