How can business combat greenwashing?

Forces for Good

Have you noticed an influx of products marketed as sustainable, eco-friendly, or recycled? You're not alone. As the global climate emergency accelerates and consumer awareness grows, businesses are increasingly leveraging green marketing to reach conscientious customers. But not all marketing is created equal.

On the show, experts explain the problem of "greenwashing," when marketing is designed to make consumers believe a business is doing more for the environment than they really are. We also talk about how to spot greenwashing and learn from companies that are telling transparent stories about their environmental footprint. In this episode we answer:

• What is the difference between green marketing and greenwashing?
• How have businesses and the advertising sector misled consumers about their environmental responsibility?
• How can these same players combat greenwashing?
• How can consumer awareness combat greenwashing?

In this episode, we discuss Patagonia as an exemplary B Corp. At the time of recording, Patagonia had not yet made their groundbreaking announcement transferring ownership to the Patagonia Purpose Trust and the Holdfast Collective, where every dollar not reinvested into Patagonia will be distributed as dividends to protect the planet. Patagonia’s unprecedented decision drives home the value of business taking concrete action to be a force for good.

Guests include:

Maria Correa, Head of Marketing and Communications at B Lab Europe

Luke Purdy, Director of Social Impact & Group Account Director at Wieden + Kennedy

Sharoni Rosenberg Amszynowski, author of “WTF is Purpose” and Executive Director at the PwC Chile Foundation

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