Green Lies
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The concept of corporate sustainability has gained increasing traction over the past five decades and “green marketing” is now considered a crucial element of every marketing department’s agenda. But what happens when it comes to light—as in the Volkswagen diesel-emissions scandal of 2015—that a company has been waving a green flag in order to hide a black heart? And how can companies avoid greenwashing practices that might damage their legitimacy, reputation, and market value? Riddled with case studies, expert quotes, and infographics, Green Lies encapsulates the history of sustainability, outlines the risks of greenwashing, and most importantly proposes ways that—with the right corporate commitment—green can mean gold.
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The concept of corporate sustainability has gained increasing traction over the past five decades and “green marketing” is now considered a crucial element of every marketing department’s agenda. But what happens when it comes to light—as in the Volkswagen diesel-emissions scandal of 2015—that a company has been waving a green flag in order to hide a black heart? And how can companies avoid greenwashing practices that might damage their legitimacy, reputation, and market value? Riddled with case studies, expert quotes, and infographics, Green Lies encapsulates the history of sustainability, outlines the risks of greenwashing, and most importantly proposes ways that—with the right corporate commitment—green can mean gold.
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