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Greenwashing
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Greenwashing: Who's Winning-and Losing the Green Race Online?
Nielsen//NetRatings, a global leader in Internet media and market research, offers a webinar presentation that takes an in-depth look at which companies are "winning the green race" and what influential sustainability bloggers are saying about them. They review how the growing sustainability movement has spurred changes in consumers and corporations alike, and how the Internet itself has pushed the issue to the forefront. |
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The Greenwash Guide
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, organizations and products. Greenwash is an old concept, wrapped in a very modern incarnation, and its prevalence is growing. Consumers often rely on advertising and other corporate messaging to inform their purchasing choices, and greenwashing is undermining confidence in that advertising. That confidence is now at an all time low, with only 10 percent of consumers trusting green information from business and government. Without confidence in the claims, consumers are reluctant to exercise the power of their green purchasing, as they no longer know who or what to believe. This puts the whole green market in danger and might damage the virtuous circle of companies promoting their green products, consumers choosing them over non-green products thereby encouraging business towards greater greenness. The Guide offers some simple steps that can be taken by companies, agencies and the public to stamp out greenwashing. |
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