12:25 – 13:15
The business of deciding what to communicate is a complex one. As eco-consciousness becomes mainstream, so have marketing strategies designed to show how brands are walking the talk and doing good for the planet. And while brands that exaggerate environmentally friendly credentials have been called out for greenwashing, more recently a more subtle phenomenon – greenhushing – has emerged.
This session will discuss the tightrope on which brands are seeking a balance in their sustainability communications, in face of increasing scrutiny by the public, NGOs, media and authorities.
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