I’m passionate about finding sustainable ways to travel. It is an obsession of mine. As the tides turn to the new “green”, I worry about the kind of weirdoes and scam artists who are going to pop out of the wood work proclaiming with unsubstantiated glee, “We’re green! Really!” Greenwashing by definition is an environmental or sustainability-related claim which is unsubstantiated (a fib) or irrelevant (a distraction). We’ll soon see it everywhere. How will we know we’re buying or supporting true eco-tourism?
A company called Futerra has crafted a Greenwash Guide to inform consumers and industry professionals how to avoid the communication pitfalls of greenwashing and in turn create a more informed consumer base. It was born out of a desire to help communications professionals get their green messaging right. Why? The majority of greenwashing is the result of over-eager communications campaigns that lack environmental rigor rather than malicious intent. Avoiding accusations of greenwashing needs a balanced combination of sustainability and communications expertise.
To get your copy of the Greenwashing Guide, click this link.