Green marketing or greenwash?

GREEN MARKETING GREENWASH

GREEN MARKETING, GREENWASH Green marketing or greenwash?

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mmWritten by:1 February 2012

What are Shell Oil trying to achieve in this sponsorship of the zero-waste rubbish sorting bins at WOMAD NZ 2011.

I sponsoring the festival ok but does this step over the line into green-wash – trying to appear more sustainable than they are?

Good green marketing needs to be working at the nub of the environmental harm a company does – in this aren’t Shell ducking the core issues of pollution and climate change and trying to profit from a soft-option?

Shell sponsor Zero waste at Womad

 

About the Author /

mm
Kath Dewar (FCIM) is the inspiring thought-leader who founded GoodSense. A marketer with over 30 years’ experience and a business-owner since 2001, Kath is shaping marketing into a profession that serves society and nature, as well as an organisation’s stakeholders. Kath is a Fellow of the UK-based Chartered Institute of Marketing and an award-winning international marketer. She is also the founder and course director of the world’s first online, professional training course in Sustainable Marketing. Read more >

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