Marketing Sustainability Responsibly

From Green Plus

Responsible marketing in terms of sustainability means to promote the eco-friendliness of your products, services, or operations accurately and honestly. Responsible marketing avoids “greenwashing,” or presenting a business, product, or service as more environmentally friendly than it really is.

It should be noted that not all greenwashing is intentional.  Organizations often misrepresent products, services, or themselves simply because they don’t understand their environmental impact.

“Consumers are wary of overstated or vague claims of [eco-friendliness], and use the courts and social media to combat [it].”[1] Responsible marketing helps an organization avoid this consumer backlash.  Accurately and honestly representing products and services promotes an organization as both trustworthy and environmentally savvy.

Continue reading – Green Plus