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Beyond Greenwash: The state of play

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Beyond Greenwash: The state of play

  1. 1. Beyond Greenwash: The state of play
  2. 2. What is Greenwashing? Spin in which green PR or green marketing is deceptively used to promote the perception that an organization's products, aims or policies are environmentally friendly Evidence of Greenwashing is based on SPENDING DIFFERENCES: Significantly more money or time has been spent advertising being "green", than is actually spent on environmentally sound practices UK
  3. 3. What is Greenwashing? Spin in which green PR or green marketing is deceptively used to promote the perception that an organization's products, aims or policies are environmentally friendly Evidence of Greenwashing is based on SPENDING DIFFERENCES: Significantly more money or time has been spent advertising being "green", than is actually spent on environmentally sound practices
  4. 4. Why does it happen?  “Green” is trendy  Companies want to sell more products/services and will use any means possible Marketers take advantage of this through creative packaging/marketing with green images, colours and words that imply environmental conscientiousness in order to propagate continuous consumption
  5. 5. Why are we moving beyond it?  Greater organizational accountability  Social Media increases risk of greenwashing activities; companies risk getting ‘called out’ on a global scale  Greater organizational/consumer knowledge  Companies improve with practice  Greater skepticism, consumers expect to see verifiable data about the ‘green’ marketing claims  Recognition that Sustainable Actions can lead to Competitive Advantages  Potential for profit improvements through cost reductions/process re-engineering  Financial, Social & Environmental benefits
  6. 6. Case study: Companies that are still greenwashing :
  7. 7. Case study: The « New Greenwashing »
  8. 8. Case study: Why there is almost no more greenwashing
  9. 9. Case study: Coca-Cola… Bottle is produced from plant matter, and it’s “better for the environment” than bottles produced from fossilized plants and animals. - Coca-Cola It exaggerated the product’s environmental benefits without offering proof As proven by the Danish environmental organization “Forests of The World” “If you claim to be GREEN, you need to document”
  10. 10. Case study: Coca cola… Coke was recognized for its PlantBottle Technology™, the first-ever recyclable PET plastic bottle made partially from plants The Coca-Cola Company was presented with the Industry Champion of the Year award recently at the fifth annual 2014 Sustainable Bio Awards in Amsterdam. In 2013 Coke expanded the use of PlantBottle Technology beyond packaging and into fabric surfaces by partnering with the Ford Motor Company. Coke teamed with the World Wildlife Fund to launch the BioPlastics Feedstock Alliance, a new coalition with several other leading consumer brand companies focused on guiding the evaluation and sustainable development of plant-based materials.
  11. 11. The Green Song …
  12. 12. Questions? Thank you!

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