Knowledge@ASB: Marketing Mayhem: Re-evaluating the Power of Green Persuasion

Has green lost its sting as a sales pitch? As sustainability hits the forefront of corporate agendas, bona fide environmental claims on products are proving more of a tiebreaker than a dealmaker with consumers. To blame is greenwashing by marketers whose inflated claims have generated scepticism that's impacted the companies and products with solid green credentials. Now it's up to the marketers who caused the damage to repair it by cleaning up their acts and reconsidering their value propositions.