“Washed Green” or “Transparent Grey”? Understanding why honesty pays off in environmental communication

Giovanni Pino, Giampaolo Viglia, Rajan Nataraajan, Alessandro M. Peluso and Marco Pichierri

Looks at how companies generally inform consumers about their pro-environmental actions by highlighting the benefits deriving from such actions rather than the problems that the same actions address in the interest of building an image of environmentally responsible corporate citizens.

Net zero marketing

This article is part of a series of articles from the WARC Guide to net zero marketing. Read more

How effective is corporate environmental communication?

Communication specialists often assume that informing consumers about companies’ environmental performance means disclosing only positive information. For this reason, they tend to focus on the “gains” associated with companies’ pro-environmental actions rather than the “losses” that such actions seek to avoid. A recent analysis of 75 corporate social reports of large firms chosen from the Forbes Top 500 list found that only 1% of them disclosed negative information (Einwiller and Carroll,...

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