How to go green
Carlos Grande
Green marketing is a challenge that brands are finding increasingly hard to ignore. As awareness of climate change has risen, many marketers want to show a heightened commitment to reducing their environmental impact and offer consumers greener alternatives.
Yet there is conflicting evidence about consumers' loyalty to green products and ill-advised campaigns can be accused of 'greenwash' (over-claiming the environmental benefits of a product, service or company policy to put the brand in a better light).
Despite the risks, there are some essential elements to ...