The dangers of greenwashing : focus on

Over the past decade, the media and internet have helped create global awareness about key environmental issues, creating a shift in attitude and behaviour among consumers and investors. Seeking value and deeper insight into a company’s long-term sustainability objectives and activities, attentive consumers and investors want to know that the company they are supporting is not profiting at the expense of the environment or people (such as employees or related communities). The “green” consumers and investors are so mindful and supportive of environment-related issues that they will switch brands, even at a higher cost. This change has prompted many companies to move towards sustainable and environmentally responsible practices, while also changing the way they communicate their environmental ethos and actions to stakeholders. As a result, an increasing number of companies want to promote the environmental attributes and green claims of their products and services to capture the attention and loyalty of consumers and investors. This, unfortunately, has given rise to the unethical practice of greenwashing.