Internet notebook about my work: deep listening to facilitate positive change


Friday 28 August 2009

Looking into green 'claims'

People today are inundated with products, news stories, advertisements, and reports on environmental change—an overload that has helped raise awareness and concern regarding environmental issues, but that has done little to win consumer trust.
Last week I came across the Futerra study on industries in the US engaged in greenwashing, and those environmental claims most likely to be greenwash. Earlier they had published similar research from the UK and France. Futerra shows that greenwash has boosted confusion and distrust. It found that the industry - advertizers and their clients - don't do enough to prevent this accelerating negative feedback loop. For UK consumers it designed a list to spot greenwash symptoms. For US companies a checklist to assess whether they are on the right track.

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