Measure, manage, then communicate – the new mantra for green advertisers

Liz Hugen-Tobler

The ethical claims of brands are coming under increasing levels of scrutiny from consumers, and a number of advertisers have found their eco-credentials have changed almost overnight as a result of what is perceived by the public and press as 'greenwashing'.

Measure, manage then communicate - the new mantra for green advertisers

Liz Hugen-Tobler

There is a groundswell of consumer opinion about brands making ethical claims. Advertisers ignore it at their peril. According to recent studies:

  • almost 80% of Britons...

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