Motivated by growing environmental concerns, many consumers are making sustainability a significant factor in their buying decisions, and companies have responded by adding environmental claims to their marketing messages and product packaging. But are these claims true?
The potential benefits of using environmental marketing claims are significant, but the risks of making misleading claims are also substantial. The greatest long-term risk is the loss of customer trust. When a company is accused of greenwashing, its reputation can be severely damaged, and it can take a long time to repair that damage.
Under these circumstances, it’s vital that business leaders understand the complex and still evolving legal and regulatory maze relating to environmental marketing claims.
