Greenwashing is a viable marketing plan for businesses

GREENWASHING is a viable marketing plan for companies that want to persuade the public that their product is environmentally friendly.

As consumers become increasingly aware of the need to preserve the environment, many companies have developed public relations strategies that range from “varnishing the truth” to simply manufacturing and this process is known as the name of greenwashing.

At the end of September 2022, environmental, social and governance (ESG) reporting agency, Clearly PR, surveyed 1,500 UK senior managers to ask if they understood their sustainability goals and were meeting them.

Surprisingly, almost half (44%) of these UK businesses admitted they were not meeting their sustainability commitments, with almost one in five (18%) admitting to publicly exaggerating their green credentials.

Another in four (24%) admit they don’t know if their sustainability efforts are making any positive difference, and 20% don’t even know if their company has a system in place to measure effectiveness of his efforts. environmental initiatives in the first place.

To put that into perspective, only 19% of respondents believed their company was making real progress on its sustainability initiatives.

The survey results may suggest that the rise in the number of companies guilty of greenwashing may be partly the result of a lack of understanding among companies about how to measure the impact of their sustainability initiatives by first place, but also a good number cynically distort the truth for the benefit of their companies.

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