We are all aware of the various repercussions continued indulgence in a lifestyle bad for the environment will have. The question is, do we care? Do we want companies to lead the revolution into a sustainable, eco friendly society?
There has clearly been a noticeable shift from many companies, from a stance that was once nonchalant to one where they actively market their brand through their green credentials. We have seen a massive shift in green advertising where brands outline their good deeds for our environment and provide convincing arguments as to why their brand is more economically vied than their competitors.
However, many companies have been found to exaggerate green credentials in a bid to look good, but act the same; a phenomenon known as “greenwash”.
I propose that companies wrongly claiming that they are good for the environment have 3 negative impacts. Firstly, they ruin their own reputation and brand trust takes a knock, secondly consumers will end up assuming that all claims are exaggerated and thus this will devalue the efforts of companies that actually make a difference. Thirdly, with too much media coverage of green marketing, we face the risk of consumers becoming blasé about such matters and loosing interest.
Therefore there needs to be tighter restrictions on companies claiming green credentials. The green card should not be used as gorilla marketing; to pull people in on an exaggeration of the truth. Companies that work hard to improve the stability of our environment should be rewarded and their work celebrated. Hopefully, if legitimate green companies see a soar in profit due to consumer favourability, more companies will opt for green policies. This would be a fantastic development. Corporations hold both the power and the funds to make a difference, let’s hope they use it wisely.
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