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
Thomas Husson, Vice President, Principal Analyst
Thomas Husson Vice President, Principal Analyst
Ryan Skinner, null
Ryan Skinner
With contributors:
Oliwia Berdak , Martin Gill , Dipanjan Chatterjee , Melissa Chaudet

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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