Responsible Marketing Or Misleading Greenwashing?

Responsible. Sustainable. Environmentally friendly. Green. Carbon neutral. Ecologically safe. Low emission. Recyclable. Biodegradable. Made from renewable materials. Energy efficient.

Corporate marketing is full of these kinds of claims, which is a good thing. Companies are paying more attention to the sustainability of their businesses—particularly to their environmental impacts—and are communicating about them more openly.

The use of sustainability and environmental claims in marketing can impact consumers' purchasing decisions and bring companies a competitive edge. This being the case, the kinds of claims being made is important.

For example, you may come across a sweater in a clothing store with a label stating not just the price, but also announcing, I am sustainable. What does it mean that a product is sustainable? A Finnish clothing brand launched a '100% sustainable clothing line' in September. The line didn't include a single piece of clothing and the