We’ll talk about the greening of business, and how to build the case for environmentally friendly products and services.
Why does greenwashing occur?
The company aims to reap benefits of the higher margin consumers will support if they believe a product is “green” – and assume therefore higher quality. However if there is no proven environmental outcome, the company runs the risk of falsifying green claims.
There is also a strong desire to neutralize the effect of environmental activists who have painted a negative picture of a company.