Greenwash Guide
Eco and ethical issues have become increasingly important in companies communication strategies. With this we have seen an increase in greenwashing - what Futerra call, 'an environmental claim which is unsubstantiated (a fib) or irrelevant (a distraction)'.
Futerrra, a communications consultancy, have produced a guide to help communications professionals get their green messaging right. Futerra say that confidence in companies communications is now at an all time low, 'with only 10% of consumers trusting green information from business and government'. They argue that, '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 market for the ‘green pound’ in danger and might damage the virtuous circle of companies'.
Futerra The greenwash guide, Futerra
44 pages.
Read the guide on the Futerra website.
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