Greenwashing? Marketers Actually Undersell Their Sustainability Work
Posted in: UncategorizedIkea did something quite remarkable last month. No, everyone’s favorite flatpack furniture maker didn’t produce a self-assembling bookcase. That would have been remarkable. What it did was introduce a TV commercial for the United Kingdom that didn’t mention products of an aspirational way of life. Instead the entire ad was devoted to sustainability.
Sustainability is becoming a big deal in business. By being environmentally and socially responsible some of the world’s biggest corporations believe they can better protect against coming regulation, market fluctuations, resource scarcity, ethical reputation issues and other variables that will hurt profits in the future.
Just last month General Mills announced it would stop using GMO crops in its Cheerios brand. Major apparel makers like Levi Strauss, Walmart, Nike and other major brands have committed to cleaning up their industry through the Sustainable Apparel Coalition. And Unilever has put sustainability at the heart of its future business planning.
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