Do People Care About ‘Green’ Message? Yes

Nielsen Report Shows Perils of Exaggerating Ecological Good Deeds By Mya Frazier Published: March 31, 2008    COLUMBUS, Ohio (AdAge.com) — As if you didn’t know this already, a new report from Nielsen Online proves it: When it comes to going green, companies just can’t fake it.    The report calls greenwashing a “failed corporate strategy” and urges brands to aim for transparency and consistency instead. “Bloggers are quick to condemn ‘greenwashing’ when they suspect companies misrepresent their environmental impact with aggressive PR campaigns — as spurious attempts to be ‘green,'” according to “Sustainability Through the Eyes and Megaphones of the Blogosphere.”     The study found that bloggers praise Dunkin’ Donuts’ ‘relatively demure PR stance,’ since it rarely broadcasts its 100% fair trade certification.  Read related post.

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