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,...