The Truth About Green Marketing: Greenwashing, Win-Win Solutions & Climate Risk

In this episode of Business Talk, Dr. Dana Alden, William R. Johnson, Jr. Distinguished Professor of Marketing at the Shidler College of Business, University of Hawai'i, shares compelling insights from his research on Green by Design: The Psychology, Politics, and Practice of Sustainable Marketing. Drawing on 45 in-depth interviews with senior brand managers at leading FMCG companies, Dr. Alden unpacks the tension between personal commitment to sustainability and the systemic pressures, quarterly return targets, high upfront capital requirements, and limited promotion budgets, that prevent meaningful action. He introduces the concept of "win-win-win" solutions that simultaneously benefit the environment, the consumer, and corporate profitability, citing real-world examples such as Tide Cold Water detergent and packaging reduction innovations that delivered measurable results without compromising quality. Dr. Alden also addresses the growing risks of greenwashing in an age of social media scrutiny, the cultural variations in how consumers across Japan, Europe, and North America perceive sustainability, and why climate change is no longer just an ethical concern, but a direct threat to long-term business viability. This podcast is brought to you by Global Management Consultancy. Disclaimer: 1. The background music incorporated in this video is the intellectual property of its respective developer and is protected under applicable copyright laws. Notwithstanding that it is a free-to-use version, Business Talk, Global Management Consultancy, and Deepak Bhatt do not own, and expressly do not claim, any rights, title, or interest in or to this music. 2. Dr. Dana Alden shared key insights from his research, “Green by Design - The Psychology, Politics, and Practice of Sustainable Marketing”, in an engaging episode of the Business Talk podcast. The uploaded video contains copyrighted content, so changing any graphics, music, or on-screen appearance of the author or host is not allowed.