Greenwashing can be an insidious problem, with those companies that need to do the most having the most to lose; the fear of being called out may be a barrier to taking more sustainable actions or even talking about them.

Why it matters

Having an internal policy and principles around greenwashing, and a clear understanding in mind of the perils and pitfalls of it, can ensure that marketers lead from the front with climate communications that have substance, credibility and impact.

Takeaways

• Greenwashing exists on a spectrum, from ‘Toxic’ through ‘Murky Green’ to ‘Green shoots’.
• A lot of greenwashing ends...