There are several key points discussed in the document:
1) It is important to differentiate between true sustainable practices and "greenwashing", which is misleading consumers or stakeholders about a company's environmental benefits.
2) Greenwashing occurs for various reasons like changing consumer buying patterns, but can undermine trust in environmental claims and movements.
3) Some common forms of greenwashing include making vague or irrelevant environmental claims, focusing more on marketing than implementation of sustainable practices, and outright falsehoods. Being transparent and providing proof can help avoid greenwashing.
Sustainability Marketing in a World of Radical Transparency.
Social media technology is driving the shift towards a more open culture, a more open government, and most notably, a more open way of marketing. People are Twittering about your brand right now and the way you respond today will determine the future of brand management.
At the same time, corporate sustainability marketing initiatives are getting labeled as green washing because they lack transparency that is foundational to building authentic brand trust.
In this talk, you will learn how to leverage social media technology to be an Open Brand leader, transcending green washing and building trusted relationship with your customers. See current case studies of corporate green initiatives that have succeeded and failed. Learn how to show your green, authentically.
During our November 18 webinar, we discussed the most effective campaigns to stop corporations from polluting the planet with single-use plastic. From global cleanups and brand audits hosted by Break Free From Plastic to campaigns scoring companies for their use of toxic PVC plastic and phthalates, there are projects happening near you, where you can add your voice. The webinar was moderated by Emily DiFrisco, Director of Communications at Plastic Pollution Coalition, and panelists included: Shilpi Chhotray, Global Communications Lead, Break Free From Plastic; Mike Schade, Mind the Store Campaign, Director Safer Chemicals, Healthy Families and Judith Enck, President, Beyond Plastics.
Are you concerned about the amount of plastic inside us, in our oceans, and in outer space? During our December 4th webinar, we discussed the impacts of and potential solutions to plastic pollution in the ocean, as well as in outer space. This special event is in partnership with the Conrad Foundation and the Conrad Challenge, which empowers students to change the world. The webinar was moderated by Dianna Cohen, Co-Founder & CEO at Plastic Pollution Coalition, with these esteemed panelists: Dr. Sylvia Earle, President & Chairman of Mission Blue and National Geographic Society Explorer in Residence, and Dr. Kathryn Sullivan, Chair of Aerospace History at the Smithsonian Institution.
Hong Kong's vision as "Asia's World City" - while it focuses on achieving its status as a leading, sophisticated city through financial and commercial indicators, other "softer" factors (like the environment) seem to take lesser priority.
Sustainability Marketing in a World of Radical Transparency.
Social media technology is driving the shift towards a more open culture, a more open government, and most notably, a more open way of marketing. People are Twittering about your brand right now and the way you respond today will determine the future of brand management.
At the same time, corporate sustainability marketing initiatives are getting labeled as green washing because they lack transparency that is foundational to building authentic brand trust.
In this talk, you will learn how to leverage social media technology to be an Open Brand leader, transcending green washing and building trusted relationship with your customers. See current case studies of corporate green initiatives that have succeeded and failed. Learn how to show your green, authentically.
During our November 18 webinar, we discussed the most effective campaigns to stop corporations from polluting the planet with single-use plastic. From global cleanups and brand audits hosted by Break Free From Plastic to campaigns scoring companies for their use of toxic PVC plastic and phthalates, there are projects happening near you, where you can add your voice. The webinar was moderated by Emily DiFrisco, Director of Communications at Plastic Pollution Coalition, and panelists included: Shilpi Chhotray, Global Communications Lead, Break Free From Plastic; Mike Schade, Mind the Store Campaign, Director Safer Chemicals, Healthy Families and Judith Enck, President, Beyond Plastics.
Are you concerned about the amount of plastic inside us, in our oceans, and in outer space? During our December 4th webinar, we discussed the impacts of and potential solutions to plastic pollution in the ocean, as well as in outer space. This special event is in partnership with the Conrad Foundation and the Conrad Challenge, which empowers students to change the world. The webinar was moderated by Dianna Cohen, Co-Founder & CEO at Plastic Pollution Coalition, with these esteemed panelists: Dr. Sylvia Earle, President & Chairman of Mission Blue and National Geographic Society Explorer in Residence, and Dr. Kathryn Sullivan, Chair of Aerospace History at the Smithsonian Institution.
Hong Kong's vision as "Asia's World City" - while it focuses on achieving its status as a leading, sophisticated city through financial and commercial indicators, other "softer" factors (like the environment) seem to take lesser priority.
Our YCA Rangga in Jakarta looks at what is being done to help protect the environement. He interviews consumers, NGOs and his social network to find out the general mindsets of people in Indonesia and comes up with some interesting insights.
Singapore is an anomaly compared with the other countries we researched in that the government seems to be the most proactive voice in protecting the environment. Its 2012 Green Plan underscores a long term vision in sustainability. Its citizens however need to be more instep with government ambitions in order for the plan to be truly effective it seems.
India hasn’t had enough of the consumption story yet.
Where basics are still not in place, Green is an evolved ambition
Green Consumption is yet to hit mainstream India, but there are pockets of activism. This presentation looks at an overview of the state of green in India and shares some examples of attitudes of individuals, and actions by corporates, NGOs and governments.
Green consumption has not gone mass in Malaysia. There is a general lackadaisical attitude when it comes to environmental issues it seems. The question now begets, what makes Malaysians tick when it comes to green.
Floods, pollution and litter plague the cities and towns of the Philippines. While governments, NGOs and companies do their part, individuals are the next battleground to win over in our protect to save the environment.
The successful mass production of plastics in the 1940s has led to growing concerns of extensive usage & slow decomposition rate. Are plastics that harmful and is there a good side to them?
The state of Green in China. What are governments, brands and consumers doing. Chinese people are eco-conscious as they have to live with the negative effects of environmental abuse. Prepared by Bates Shanghai YCA Felix Xie.
Greenwash is with us, and unless we take action, it is likely to be with us to
stay. Greenwash is an environmental claim which is unsubstantiated (a fib)
or irrelevant (a distraction). Found in advertising, PR or on packaging, and
made about people, organisations and products. Greenwash is an old concept,
wrapped in a very modern incarnation.
Who's needs should come first - Poor or rich people? Citizens or immigrants? People living in cities or in the countryside? People in one country or another?You or your neighbor? The environment or the corporation? This generation or the next generation?
After getting a huge demand, we have bought a biggest salvage yards in Auckland region. We are buying all the major brands like Acura, Audi, BMW, Cadillac, Chrysler, Dodge, Ford, GMC, Izusu, Saab, Nissan, Totyota, Volvo, Volkswagen and more. Car Wreckers Auckland don’t care about the age and the condition of the vehicle,either bring the vehicle to us or call us to schedule a free pickup and expect a great service from us.
Every year we look back to see where we can improve our lives. One of the most dangerous part of our lives is driving the roads that connect us to the world. For most of us this is a risk that we cannot completely avoid. However, there are things that each of us can do to reduce this hazard.
Greenwashing, Marketing a Sustainable future (rev1zenthings
An overview on \'Greenwashing\', how marketing needs to be about the whole rather than the image, and the reasons why there will be such huge opportunities in this area in the near future - thanks to David Mackay and Stefaan Vandist (at Duval Guillaume)
Our YCA Rangga in Jakarta looks at what is being done to help protect the environement. He interviews consumers, NGOs and his social network to find out the general mindsets of people in Indonesia and comes up with some interesting insights.
Singapore is an anomaly compared with the other countries we researched in that the government seems to be the most proactive voice in protecting the environment. Its 2012 Green Plan underscores a long term vision in sustainability. Its citizens however need to be more instep with government ambitions in order for the plan to be truly effective it seems.
India hasn’t had enough of the consumption story yet.
Where basics are still not in place, Green is an evolved ambition
Green Consumption is yet to hit mainstream India, but there are pockets of activism. This presentation looks at an overview of the state of green in India and shares some examples of attitudes of individuals, and actions by corporates, NGOs and governments.
Green consumption has not gone mass in Malaysia. There is a general lackadaisical attitude when it comes to environmental issues it seems. The question now begets, what makes Malaysians tick when it comes to green.
Floods, pollution and litter plague the cities and towns of the Philippines. While governments, NGOs and companies do their part, individuals are the next battleground to win over in our protect to save the environment.
The successful mass production of plastics in the 1940s has led to growing concerns of extensive usage & slow decomposition rate. Are plastics that harmful and is there a good side to them?
The state of Green in China. What are governments, brands and consumers doing. Chinese people are eco-conscious as they have to live with the negative effects of environmental abuse. Prepared by Bates Shanghai YCA Felix Xie.
Greenwash is with us, and unless we take action, it is likely to be with us to
stay. Greenwash is an environmental claim which is unsubstantiated (a fib)
or irrelevant (a distraction). Found in advertising, PR or on packaging, and
made about people, organisations and products. Greenwash is an old concept,
wrapped in a very modern incarnation.
Who's needs should come first - Poor or rich people? Citizens or immigrants? People living in cities or in the countryside? People in one country or another?You or your neighbor? The environment or the corporation? This generation or the next generation?
After getting a huge demand, we have bought a biggest salvage yards in Auckland region. We are buying all the major brands like Acura, Audi, BMW, Cadillac, Chrysler, Dodge, Ford, GMC, Izusu, Saab, Nissan, Totyota, Volvo, Volkswagen and more. Car Wreckers Auckland don’t care about the age and the condition of the vehicle,either bring the vehicle to us or call us to schedule a free pickup and expect a great service from us.
Every year we look back to see where we can improve our lives. One of the most dangerous part of our lives is driving the roads that connect us to the world. For most of us this is a risk that we cannot completely avoid. However, there are things that each of us can do to reduce this hazard.
Greenwashing, Marketing a Sustainable future (rev1zenthings
An overview on \'Greenwashing\', how marketing needs to be about the whole rather than the image, and the reasons why there will be such huge opportunities in this area in the near future - thanks to David Mackay and Stefaan Vandist (at Duval Guillaume)
Stemming the tide ofgreenwashEd Gillespie of Futerrade.docxwhitneyleman54422
Stemming the tide of
'greenwash'
Ed Gillespie of Futerra
defines 'greenwash'and
shows how the apparent
'greening' of the market
could have adverse effects
on the environment
In recent years the marketplace for consumer
goods and services has become ostensibly
'greener', as manubcturers and providers target
consumers by promoting their environmental
credentials. Ed Gillespie argues that this market
change has been accompanied by the use of
'greenwash' - advertising or marketing that is
misleading to consumers with regards to the eco-
logical impact of the products they buy - and con-
dudes that in the long term this may have a
negative impact on public engagement with
wider environmental issues.
The world has gone green, at least superficially. Itseems we cannot turn a comer without beinglambasted by the 'eco' credentials of yet another
product or service scrabbling to portray itself as another
small step to saving the planet, 'Green consumerism is
the answer!' is a message we are being sold repeatedly.
But is the truth so simple? In many cases, the 'greening'
of the marketplace is worryingly little more than a
hastily applied thin veneer of dubious substance. We
have all seen and most of us have bought environmental
products, fairly traded, co-operativeiy produced organic
coffee or environmentally benign washing detergents,
but since when did airlines and oil companies trumpet
their supposed eco-credentials and get away with it?
Welcome to the age of 'greenwash.''
But what actually is greenwash and how can we
define it? The Oxford English Dictionary tells us that
greenwash is 'disinformation disseminated by an organ-
isation, etc, so as to present an environmentally respon-
sible public image; a public image of environmental
responsibility promulgated by or for an organisation, etc,
but perceived as being unfounded or intentionally mis-
leading.'^ But perhaps a more informal interpretation
might be 'advertising or marketing that misleads the
public by stressing the supposed environmental creden-
tials of a person, company or product when these are
unsubstantiated orirrelevant.'
Greenwash is nothing new. Veteran environmentalist
David Bellamy first used the term over 2 0 years ago and
it was in the early 1 9 9 0 s that use of the word 'green-
wash' took off. It was relatively unsophisticated back
then, using crude juxtapositions of 'eco' imagery such as
frolicking dolphins or lush, Utopian jungle-scapes to
imply a product's environmental 'friendliness' (itself a
now taboo description of sustainability due to its wilful-
ly vague meaninglessness). Looking back these efforts
appear extremely dated, though it is also worth noting
that one of the first reports on greenwash. by
Greenpeace USA back in 1 9 9 2 , highlighted a petro-
chemical company (who shall remain, for the sake of
legal reasons, anonymous), whose advertising implied
that using the waste of one industrial refinement process
as fuel for another was an 'important recycling initia.
This is about the green washing Greenwashing is a practice followed by organisations in which unsubstantiated or misleading claims are made of the environmental and social attributes of a product, service or the company as a brand.
Background The aggravation of environmental problems has led companies to seek the development and commercialization of green products. Some companies mislead their stakeholders through a phenomenon called greenwashing. Results This paper aims to explore the phenomenon of greenwashing through a systematic literature review in search of its main concepts and typologies in the past 10 years. This research has followed the proceedings of a systematic review of the literature, based on the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA). We identified a major classification of greenwashing: firm-level executional, firm-level claim, product-level executional, and product-level claim. Conclusion It was possible to highlight and catalog the types of the phenomenon. A structure based on such type has been observed in the literature.age 2 of 12deFreitasNettoetal. Environ Sci Eur (2020) 32:19 companies integrate social and environmental concerns in their business operations and in their interaction with their stakeholders on a voluntary basis” [13].To reach the integration of social and environmental concerns in business operations companies must be sus-tainable and socially responsible [1], not only economi-cally. ey have to aim the three bottom lines: economic, environmental and social performance or people, planet and profit [12].Sustainable development is defined by “development that meets the needs of the present without compromis-ing the ability of future generations to meet their own needs” [51]. e growing demand “drives firms to develop green marketing strategies to show consumers their good corporate image and social responsibility” ([53], p. 740).Since reported by Delmas and Burbano [11], the green market is proliferating. Consumer, capital markets, prod-ucts, services, and firms have been expanding. As there is an increase in green markets, it is followed by the phenomenon of greenwashing [28]. e phenomenon is defined as “the intersection of two firm behaviours: poor environmental performance and positive communication about environmental performance” ([11], p. 65).ere are many different definitions of greenwashing, in various perspectives. is review attends to search the recent literature to identify the different definitions of greenwashing and its forms. e primary purpose of this article is to analyze the different typologies and charac-teristics of greenwashing. In order to achieve the objec-tive, we sought to systematically review the last 10years in the literature. A systematic past decade, stakeholders like investors, consumers, governments, and corporate customers are increasing the pressure on companies to disclose information about their environmental performance [25,30)
Science alerts us that to significantly slow down Climate Change we have to reduce carbon emissions by 50% by 2030 and to be neutral by 2050. This requires that the events sector radically rethinks and redesigns our business strategies to not only become more sustainable, but to catalyse other industries while we regenerate our host environments and communities.
This raises the question are we ready to undertake the deep and exponential changes to survive, do we have the leadership capacities that this demands? And perhaps most importantly do we need to speed up the existing industry evolution or start a low carbon revolution?
In this inspiring, interactive and educating session, we will enter into a deep conversation, exploring the pioneering strategies and actions required to transform tomorrows events industry from one disrupted by a climate emergency to a sector that creates a prosperous future for all.
The session is designed to unlock the collective intelligence of the audience through a series of short Firestarter speeches from sustainability leaders from destinations, venues and clients, followed by a moderated debate and knowledge interchange between all participants.
ODEGA 5
Jessica Odega
English 103
February 28, 2016
Going Green
It seems these days regardless of where you turn there is constantly some advancement urging the general population to be green. Whether you are at the supermarket in a whole segment of Eco-friendly products, and locally grown foods or you are beside a half-breed vehicle out and about, the idea of green is all over the place. We as purchasers are left to choose to what degree we be in charge of diminishing what is by all accounts the Earth's inevitable decay. Individuals who "go green" settle on choices for their day to day lives while considering what affect the result of those choices might have on a dangerous atmospheric devotion, pollution, loss of animal habitats, and other natural concerns. It appears nowadays regardless of where you turn there is constantly some advancement urging the population to be green.
Although just 2% of items that are promoted as green are naturally cordial, the general business of publicizing ecological qualities is an ironic expression. By nature promoting and green advertising is intrinsically opposite. Meaning to manage private enterprise and backing consistent increase production, publicizing reports, and acclaims distinctive items or administrations in some open medium of correspondence keeping in mind the end goal to induce individuals to purchase or utilize it. Oppositely, the idea of environmentalism and green showcasing is to perceive that consistent development and utilization are inalienable defective (Phyllis and Debra 128). Green showcasing intends to claim uprightness, and as indicated by John Grant in his book The Green Marketing Manifesto, offering and prudence don't blend.
Advertising and the Natural World, "the essential business of publicizing are brown, and the main green items are one not created, as well as one not promoted (Corbett, 237). In any case, advertisers and commercials are still bound to go along to the yearnings and needs of customers paying little mind to the inconsistencies in offering green qualities. At the point when settling on a green decision to buy, clients need an item that is better for the earth additionally fits their present way of life. Hence, it is accordingly insignificant in the matter of what the item is and how green the notice asserts the item to be because the objective and message will dependably be the same: expanding is great, more is better, and the biological expense is negligible (Corbett, 235).
The consumers ought to perceive and comprehend that not all marketers and advertisements are reliable, and Green Marketing is no special case. Green Marketing, coined to portray advertisers' endeavors to create methodologies focusing on the 'ecological shopper turned out to be especially well known amid the 1980's the point at which a renewed natural development set up environmentalism as a genuine, standard open objective (Phyllis and Debra 128). Therefore, advertisers started to create new .
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Greenwashing Marketingand Sustainable Future
1.
2. Why is Sustainability important ? - there are 6 billion of us - resources are finite and damage is being done - there are huge opportunities in a huge market, which is especially important now. - there isn’t a choice anymore! First I will briefly deal with the situation at hand, then we shall go to ‘greenwashing’ and its ills. Finally, to see the forest from the trees, (no pun intended) I shall return to the greenwashing of sustainable energy in Ireland/UK, and whats really needed.
Misleiden van publiek betreffende de praktijken van een bedrijf of de eco-benefits van haar product of service.
Greenwashing = het misleiden van het publiek/ je doelgroep door groene claims te communiceren rond een persoon, een product of een organisatie die ongegrond of irrelevant zijn. Nu dat kan korter... En concreter...
Greenwashing is groene claims malen die je niet kan hard maken (leugens?) of die irrelevant zijn (de aandacht afleiden van het werkelijke, total, totale verhaal) Praktischer? Of zelfs... Meetbaar?
Ik weet niet of we dit moeten onderschrijven, en ik wil het hier vandaag eerder over communicatie hebben, maar dit is niet minder interessant... Een bedrijf doet aan Greenwashing, wanneer een organsiatie meer middelen spendeert aan de marketing rond groene claims dan in het werkelijk implementeren van inspanningen om hun impact op het milieu te beperken.
Waarom gebeurt Greenwashing? Wat is daar de rede van? Volgens mij zijn er twee redenen, en infeite, het klinkt misschien gek. Het zijn alletwee heel positieve redenen. Een eerste zal je kunnen constateren wanneer je een praatje maakt met een rayonverantwoordelijke in de supermarkt, die al een tijdje in het vak staat
Waarom gebeurt Greenwashing? Wat is daar de rede van? Volgens mij zijn er twee redenen, en infeite, het klinkt misschien gek. Het zijn alletwee heel positieve redenen. Een eerste zal je kunnen constateren wanneer je een praatje maakt met een rayonverantwoordelijke in de supermarkt, die al een tijdje in het vak staat
In de eerste plaats, zal de rayonverantwoordelijke je kunnen vertellen hoe een gestage groei producten hebben gemaakt die naast Het uitdragen van consumer benefits: vers, lekker, light, minder vet, witter-dan-wit, klaar in vijf minuten, ... ook ethische of duurzame claims maken
Door een groeiend draagvlak in de markt zijn allerlei producten met dit soort labels en ethische claims gaan deeluit maken van het aanbod. En dit is de afgelopen pakweg 10 jaar blijven groeien, en niet alleen in food en fast movers, ook in kleding, auto’s, lifestyle, cosmetica, interieur, reizen, vrije tijd enz...
Dit is wat er gebeurd is, en dit is wat waar marketeers graag mee op de kar springen: nieuwe markten die doorgroeien. Sustainability is niet meer het terrein van een horde activisten of hardliners, hetis meanstream geworden. Het is een het nieuwe fatsoen, en het levert sociale status.
Tom Domen heeft het er daarnet uitvoerig over gehad, maar vandaag zijn aanzienlijk grote groepen consumenten zich bewust van Het verschil dat zij kunnen maken met hun eigen koopgedrag. Tik een van bovenstaande begrippen in in Google, of pakweg WIKI, en je zal cijfers tezien krijgen die erop wijzen dat het draazgvlak steeds groter wordt.
Duurzaamheid is vandaag breed geaccepteerd en een nieuw soort fatsoen geworden. Het getuigt van goede manieren. Het verschaft mensen een goed image, geeft expressie van savoir vivre en sociale status.
‘ t is Modieus
Green is the new Black
En Green is the new gold. Green wordt eindelijk gezien als een markt-opportuniteit. En dat is de rede waarom er zoveel greenwashing is.
Maar de verantwoordelijkheid ligt ook bij ons, de communicatiebureau’s. Het ligt in onze opvoeding, onze opleidingen marketing en reclame-ontwerp aan de Sint-Lucassen en academies van deze wereld, onze motivatie. En de appreciatie wanneer weer in slagen om ons verhaal te vertellen op de mooiste manier. Telling the truth in the best way. Ik toon meteen wat ik bedoel. Doe efkes uw ogen dicht. En beeld u in: relcame voor melk. Hoe adverteer ik melk. Elk-elk-elk, een koe drinkt... Water... Ge moogt uw ogen terug open doen.
Als wij melk uit een grijsgrauw fabriek uit pakweg Kallo, vlakbij Linkeroever moeten verpakken. Dan is de verleiding groot, en het perspectief breed Om voor een universum te kiezen dat bestaat uit een lentefris weiland, met kabbelende beekjes, alwaar we een vrolijke koe laten ronddartelen en laten genieten van Weense walsmuziek en jong gras.
Zoals ik al zei wou ik geen voorbeelden tonen, maar bij deze kan ik het toch niet laten om ze te tonen. Het is de koning der greenwashing campagnes. Ziet er heel mooi uit. “There is no away” is een prachtig creatief idee. Prima spul waar je eigenlijk alle mogelijke kanten mee op kan.
Als we een advertentie maken voor ontbijtgranen, zetten we er toch ook een lichaam bij dat we altijd al gewild hebben, en als we adverteren voor beleggingsfondsen, dan tonen we toch ook een perfect gezin, met een vrouw waar we graag getrouwd mee willen zijn... Waarom zouden we dan opeens als het over Groen gaat, geen idealistische prenten mogen fabriceren.
Nog een andere goeie rede is dat je deze bende sympatieke vrienden niet over je vloer wil. En zeker niet als resultaat van je reclame-investering. Niet leuk om uit te leggen nadien.
Het eerste is een soort “Big Picture-principe” als je dit begrijpt en naleeft kan er eigenlijk al niet al te veel fout gaan.
En hier is dan de tool/ het instrument dat ik graag wil aanrijken waarmee je heel makkelijk kan voorkomen om aan Greenwashing te doen. Het is infeite een checklist, die je in een schuif van je buro kan plakken. Ik leg iedere zonde even kort uit en licht toe met een voorbeeld.
Lexus SUV claiming to be sustainable because of their new hybrid technology, however emission can be the same (or even more) as regular cars.
Household lamps and lights that promote their energy efficiency without any supporting evidence or certification. Personal care products (such as shampoos and conditioners) that claim not to have been tested on animals, but offer no evidence or certification of this claim
“ Chemical-free”. In fact, nothing is free of chemicals. Water is a chemical. All plants, animals, and humans are made of chemicals as are all of our products VISA Green Card: it is vague to the customer how using their GreenCard contributes to a better environment: We contribute to ‘Green Projects’ (what? How much? How?)
The mention of Unleaded: Hardly all fuel in Europe is unleaded. CFC-free shaving gels, CFC-free oven cleaners, … CFK-free fridges, …
Green pesticides, organic cigarettes The suggestion of “green cars”. Green cars do not exist. In the best case, today some manufacturers offer “less pollution cars”. Shell claiming eco-friendliness due to one activity (capturing CO² for agriculture), while others still are very polluting.
Exxon Mobile reporting to have reduced its emissions, while their emissions have been raised. “ With Daihatsu, you drive climate-neutral” is not true, they only offset your driving in the very first year. On top of that the eco-footprint of manufacturing is not included.