Green Washing
More and more companies are embracing environmental improvement as a cross-cutting aspect of their business. This is due, among other reasons, to an increase in the demand for more environmentally friendly products and services, to growing legislative pressure and to an increasingly more demanding value chain.
Some of the products and services offering an environmental advantage over the competition are launched on the market using a Green Marketing strategy, in order to capitalize commercially on the investment made and to enhance their brand perception.
However, there are companies attracted by the potential of the green markets and, as result of the lack of knowledge and/or control, they use false messages and misleading means that can confuse the customer and devalue the efforts of those really committed companies. This set of practices is known as Green Washing.
The third Ideas Notebook, dedicated to Green Washing, aims to help companies to identify those bad practices and provide a series of guidelines to set up true environmental communication and which, by means of differentiation, will lead to better competitive positioning.
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