Tutor profile: Colleen M.
Define greenwashing and explain its effects on consumers.
Greenwashing refers to the practice of creating false claims about the sustainability of a a good or service. For example, a company might put nature imagery on a bottle of soap and put vague claims like, "natural" on their bottles without ever having changed the product or the way it was made. The reason that companies do this is to entice socially and environmentally conscious consumers to buy their products. Greenwashing leads to a lack of transparency that is essential for consumers to have a real relationship with a brand. It has constituted such a large proportion of the green marketing industry that customers really need to do their due-diligence prior to a purchase to know if the product they're buying is green or greenwashed.
What's an example of how the ever-changing nature of the world affects the way that we do business?
Due to the rise of technology and abundant trends, businesses must always be vigilant about the way that they are representing themselves in the media. Corporations are no longer able to lean on a single business model for years without concern, but must adapt to the world around them. Consumers have cultivated relationships with brands and want to know that when they spend money on a product, their money is being used in a way that aligns with that customer's values. A lot of brands have "hopped on bandwagons" recently to represent themselves using popular internet trends in order to gain young customers when in past years and have started to rely on young employees who understand the current internet culture better than those who may have far more experience in the industry.
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