Model Overview Report

From Greenwashing To Best Practices On Sustainability Communications

Apply Sustainability Communications Accounting To Avoid Greenwashing And Meet Customer Demands

April 20th, 2022
RS
Ryan Skinner
With contributors:

Summary

Greenwashing — when a business is perceived to be misrepresenting its environmental sustainability — is a growing problem. Even mature marketers and leading communication experts can unintentionally mislead consumers. To avoid the cost of miscommunication or analysis-paralysis, B2C marketers must revisit their marketing approach and embrace a much more humble, cocreative stakeholder dialogue to activate trust in all sustainability claims. This report introduces sustainability communications accounting to help marketers manage these messages with integrity.

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