Brand authenticity: Confront green scepticism

A deluge of green brand messages has made consumers cynical. A study by Gfk for DDB found that the number of committed green consumers has fallen since 2008 and the number of cynics has risen.

Confront green scepticism

Vincent van den Berg and Peter Mulder

DDB Amsterdam and GfK

Consumers are bombarded with green messages and have been victimised by sustainability communications. They must be the heroes again if we truly want to tackle the threat to the planet

Sustainability matters. And it will matter even more in the future. More and more companies are jumping on the green bandwagon – voluntarily or because they had to. Many act on the spur of the moment, motivated by ideology, impulse or instinct. They often structurally lack the know-how needed to handle the issue well.

So, everyone...

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