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Understanding and Preventing Greenwash

Understanding and Preventing Greenwash

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Published by Sustainable Brands
Do you trust business?
If you answered “yes,” consider yourself unusual.
According to a 2009 Edelman study of more than
20 countries, global trust in business is at an
all-time low and diminishing, with people less
trustful of all sources of information about
companies.1 The “Edelman Trust Barometer,” an
output of this research, shows trust in advertising
is down to 13 percent from 30 percent, and trust in
company websites is down to 21 percent from
30 percent.
Do you trust business?
If you answered “yes,” consider yourself unusual.
According to a 2009 Edelman study of more than
20 countries, global trust in business is at an
all-time low and diminishing, with people less
trustful of all sources of information about
companies.1 The “Edelman Trust Barometer,” an
output of this research, shows trust in advertising
is down to 13 percent from 30 percent, and trust in
company websites is down to 21 percent from
30 percent.

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Categories:Types, Research
Published by: Sustainable Brands on Jul 19, 2011
Copyright:Attribution Non-commercial

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07/19/2011

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Understanding andPreventing Greenwash:
A Business Guide
Rina Horiuchi and Ryan Schuchard, BSRLucy Shea and Solitaire Townsend, Futerra
July 2009www.bsr.orgwww.futerra.co.uk
 
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About this Report
This report was led by Rina Horiuchi (BSR), Ryan Schuchard (BSR), Lucy Shea (Futerra)and Solitaire Townsend (Futerra), with support from Stephanie Corrado (Futerra), LéaCrouzat (Futerra), Lulu Kitololo (Futerra), Emilee Pierce (Futerra), Natalya Sverjensky(Futerra), Laura Clise (BSR) and Emma Jackson (Futerra).Interviewees include Glenn Prickett (Center for Environmental Leadership in Business),Lisa Manley (Coca-Cola), Sean Donahue (Dell), Mark Newton (Dell), Victoria Mills (EDF),Mike Trainor (Intel), Kevin Lauren Orme (Marks & Spencer), Brian Kramer (McDonald’s),Louise Marcotte (McDonald’s), Hagen (REI), Kevin Myette (REI), Eliot Metzger (WRI),Claudia Malley (National Geographic), Marc Rosenberg (Washington Post), and DavidMallen (National Advertising Division).
Disclaimer 
BSR publishes occasional papers as a contribution to the understanding of the role of business in society and the trends related to corporate social responsibility and responsiblebusiness practices. BSR maintains a policy of not acting as a representative of its
membership, nor does it endorse specic policies or standards. The views expressed inthis publication are those of its authors and do not reect those of BSR members.
About BSR
A leader in corporate responsibility since 1992, BSR works with its global network of morethan 250 member companies to develop sustainable business strategies and solutions
through consulting, research, and cross-sector collaboration. With six ofces in Asia,Europe, and North America, BSR uses its expertise in the environment, human rights,
economic development, and governance and accountability to guide global companiestoward creating a just and sustainable world. Visit www.bsr.org for more information.
About Futerra
Futerra is the award winning global communications agency. We have bright ideas, wecaptivate audiences, build energetic websites one day and grab opinion formers’ attention
the next. But the real difference is that Futerra has only ever worked on corporate
responsibility. From Microsoft to Newscorp, Royal Dutch Shell to Greenpeace, the United
Nations to Ben and Jerry’s, Futerra has built a unique expertise in corporate responsibilityand communicating sustainability. We are committed to world class learning in this eld;
visit www.futerra.co.uk for our other publications.
 
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What is Greenwash?
 Greenwash is Bad for Business
Dening Greenwash
Why is Greenwash Growing?
Stakeholder Perspectives
What do Stakeholders Think?Stakeholder Perspectives: CustomersStakeholder Perspectives: EnforcersStakeholder Perspectives: Activist NGOsStakeholder Perspectives: Media
Guide for Preventing Greenwash
 A Framework: Impact, Alignment, CommunicationCheck: Are You on the Right Path?Navigating Dilemmas
Example Practices
Ways Forward
End Notes2
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Contents

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