Many organizations are facing increased scrutiny from audiences on a range of issues, sustainability among them. Inauthentic messaging can lead to accusations of greenwashing, with serious reputational and legal risks.
Nike, KLM, and Apple faced serious consequences due to misleading green claims. Sustainability expectations from consumers are high, demanding authentic actions over rhetoric.
Brands must adopt a highly intentional communications strategy for sustainability. Transparency, realistic goals, and progress updates are key to validating green initiatives and avoiding backlash.
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