Over the past decade or so, more businesses have made public commitments to fighting climate change – through carbon offsetting, switches to renewable energy sources, pledges to achieve net zero targets and lots of other activities.
However, as climate change continues to climb up the public agenda, so too has the scrutiny of these green efforts. In some quarters, the scrutiny of some businesses’ activities has led to accusations of greenwashing. It’s ultimately a situation that can spiral into a PR disaster that causes serious damage to a brand’s reputation – regardless of how much consumer goodwill they’ve accumulated over the years.
So, how do businesses avoid falling into the trap of greenwashing? Well, firstly, we need to understand what it is.