Just when I thought greenwashing is so last decade, two things happened:
- I discovered The Greenwashing Blog through its sarcastic post “How to greenwash in four easy steps”. Fun stuff.
- Sustainable Life Media offered me a press pass for the upcoming (Thursday, January 14th) daylong virtual conference “Sustainable Brands In Focus: Building Credibility, Avoiding Greenwash”*. Looking forward to it.
I’m only feigning surprise, of course. The green bandwagon has become a regular convoy, and, almost as a negative externality, greenwashing continues its happy existence in the business landscape. No wonder honest companies (or those aspiring to be or appear so) have helped create the greenwash prevention industry.
Avoiding greenwash makes sense if you mean it. Just as any tool or technology can be used for good or evil depending on the intent, greenwash prevention must be done with the right purpose. Otherwise it’s greenwashing by another name.
When it comes to greenwashing, he who has nothing to hide has nothing to fear.
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* Disclosure: Sustainable Life Media granted me a free press pass for the “Sustainable Brands In Focus: Building Credibility, Avoiding Greenwash” conference – regular registration for the virtual conference is $295.
Image credit: CoCreatr
