Define a consistent structure
Posted: Sat Dec 28, 2024 4:27 am
And who is afraid to communicate it : This is a new, but growing, trend among honest brands, called “greenhushing” . Even if they are truly committed to green behaviors, they never mention them in their communications. They abstain for fear of the dubious reaction of the public, which would affect their image.
Nearly 300 executives surveyed in 2022 by climate consultancy South Pole hid their plans to engage in sustained climate action.
The study's authors suggested that the problem may be due to increased scrutiny by the media and NGOs, who seek to prevent the opposite phenomenon, greenwashing.
The gray area between the two phenomena is still too large, so much so that often higher expectations towards a brand's green promises risk being easily mentioned online as cases of greenwashing, despite the real commitment.
But is greenhushing better or worse? While it may be described as a positive contribution compared to greenwashing, experts fear that it may slow down overall engagement.
“I don’t think the world knows what it wants right now. We want denmark telegram data ambition, but we don’t want companies to say they’re doing things they’re not doing. It’s a really complicated dilemma,” Aron Cramer, president and CEO of the sustainable business group BSR, sums it up well.
What marketers should do : To avoid the paralysis known as greenhushing and the negative consequences of greenwashing, experts recommend being transparent, clear about the difference between ideal future goals and the results achieved by the brand so far.
Maybe there is already someone here who does it, with their own brand or the one they manage. Are you among them? Tell us by answering this email, it's interesting.
Even Marketers has developed its own AI : Ok, joke, it's not true. But now everyone is doing it, it was there. In any case, what is the benefit that we marketers could get from this technology? We have been testing it for more tha 6 months, now it is an integral part of our method and in this new Masterclass we will explain how to make the most of it
Discovering the new tourism marketing : Since the pandemic, one of the sectors that has changed the most is travel. Working in this niche while continuing to do what you did before is a bad idea, guaranteed. In this guide, we explain why and how the best tourism brands are moving
Nearly 300 executives surveyed in 2022 by climate consultancy South Pole hid their plans to engage in sustained climate action.
The study's authors suggested that the problem may be due to increased scrutiny by the media and NGOs, who seek to prevent the opposite phenomenon, greenwashing.
The gray area between the two phenomena is still too large, so much so that often higher expectations towards a brand's green promises risk being easily mentioned online as cases of greenwashing, despite the real commitment.
But is greenhushing better or worse? While it may be described as a positive contribution compared to greenwashing, experts fear that it may slow down overall engagement.
“I don’t think the world knows what it wants right now. We want denmark telegram data ambition, but we don’t want companies to say they’re doing things they’re not doing. It’s a really complicated dilemma,” Aron Cramer, president and CEO of the sustainable business group BSR, sums it up well.
What marketers should do : To avoid the paralysis known as greenhushing and the negative consequences of greenwashing, experts recommend being transparent, clear about the difference between ideal future goals and the results achieved by the brand so far.
Maybe there is already someone here who does it, with their own brand or the one they manage. Are you among them? Tell us by answering this email, it's interesting.
Even Marketers has developed its own AI : Ok, joke, it's not true. But now everyone is doing it, it was there. In any case, what is the benefit that we marketers could get from this technology? We have been testing it for more tha 6 months, now it is an integral part of our method and in this new Masterclass we will explain how to make the most of it
Discovering the new tourism marketing : Since the pandemic, one of the sectors that has changed the most is travel. Working in this niche while continuing to do what you did before is a bad idea, guaranteed. In this guide, we explain why and how the best tourism brands are moving