Greenwashing: Selling the Green Facade

Are these companies Greenwashing?

Greenwashing is a term that was coined in the 1980s to describe corrective ad campaigns launched by US energy companies, that either had a record of violating environmental regulations or had caused irreversible environmental damage.

📚 Chevron’s “People Do” campaign is a notable example, winning an Effie Award for “Gold Standard in Marketing Effectiveness” and is an HBR case study on image advertising. Critics later realized that the campaign was part of a government-mandated environment program, sold as a “green initiative” to obscure the company’s sketchy environmental history.

🕵️‍♂️ A 2015 Nielsen poll showed that 66% of consumers were willing to pay more for “green” products, i.e. you are more likely to engage with a brand that positions itself as environmentally conscious.

Explore in the carousel:

Google's Machine Learning Technology

📌 Did Google promote its renewable energy dependency to shift focus away from its AI being employed in streamlining oil exploration?

📌 Did H&M and Zara launch “sustainable” initiatives to lead consumers into believing they were making responsible choices?

H&M and Zara's "Sustainable Fashion"

💡 Next time you see a "green" campaign, ask yourself, is the company making a positive impact, or is it just greenwashing its initiatives?


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