Environmental ads: greenwash or green communication

The article discusses the importance of good communication for establishing a company's environmental values with the public.

Environmental ads: greenwash or green communication?

Max du Bois

To be perceived as environmentally aware tops the list of most firms' priorities in 2008. But how should this be communicated? Once the preserve of non-governmental organisations and overtly 'ethical' companies such as the Body Shop, it could be argued that 'green' is being hijacked; from the world of politics, where the likes of David Cameron and Al Gore have become unlikely new environmental advocates, to big business, where companies now boast of offsetting their carbon footprints. Even in fashion, green is the new black; glossy magazines exhort the benefits of...

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