What is greenwashing

Greenwashing is a communication strategy used to support and enhance the environmental reputation of a company.

Its purpose is to divert public attention from the negative effects that the company has on the environment due to its activities or products.

This strategy is carried out through communication campaigns that showcase the positive impact of the company's activities on the environment.

Greenwashing Strategies

A company, when employing greenwashing, tries to create a positive image of its activities and products to conceal harmful behaviors towards the environment.

It can be defined as a sort of eco-friendly marketing aimed at attracting public and media attention away from the negative environmental impact of some of their production activities.

A strategy of greenwashing occurs:

• When relevant information is omitted;
• When there are vague or unverifiable claims present. 
• When there is the presence of environmental communications.

In addition, to implement a greenwashing strategy, information and data are provided that portray products as "green", but other more important aspects in terms of sustainable development are overlooked.

Examples of Greenwashing

Coca Cola Zero Park Lives

Coca Cola brings to life various sports events and initiatives that help people combat obesity.

In the initiative, however, they overlooked a small detail, this beverage is full of sugars and fats.

Paradoxical right?

Levissima Sant’Anna Organic Style

The two brands have launched advertising campaigns in which they talked about environmental sustainability.

How to encourage environmental sustainability? By promoting plastic bottles!

Businesses are increasingly exploiting these particular types of environment-related marketing because now behind this communication hides a real and proper world!

This business proves effective also on an economic and social level.

Do not miss this opportunity for profit and increased brand awareness by leveraging this strategy.