Thinkshift | June 10, 2015
Could you be greenwashing and not even know it?
Avoiding greenwashing is a genuine messaging challenge. While it’s often easy to spot an emerald sheen when others are doing it, it’s harder to see how your own communications will stack up under scrutiny—your eyes are clouded by your good intentions. And it is increasingly important. People are more skeptical than ever of green claims: in Cone Communications’ 2013 Green Gap Tracker survey, 78 percent of respondents said they would boycott a product if they learned its environmental claims were misleading. And you don’t want to run afoul of the Federal Trade Commission’s Green Guides.
That’s why we created our Strategy>Shift guide, 9 Ways to Promote Sustainability without Greenwashing. With these strategies, examples and practical advice, you’ll be able to see clearly how your communications will stand up under scrutiny, and market with confidence.