Experten: 6 tips för att undvika greenwashing

Kommunikation Greenwashing är en växande utmaning för företagen. Här kommer sex tips från en brittisk expert för hur du undviker vilseledande hållbarhetsbudskap i din marknadskommunikation.

Experten: 6 tips för att undvika greenwashing
Illustration: Adobe Stock

Miljömässigt vilseledande reklam, greenwashing, är en växande utmaning för företag världen över. Guy Parker, vd för Storbritanniens reklammyndighet, Advertising Standards Authority, delar i den brittiska nyhetstjänsten Edie med sig av sina viktigaste råd för att företag ska undvika greenwashing i sin marknadsföring.

Någonting är fel

Du är inloggad som prenumerant hos förlaget Pauser Media, men nånting är fel. På din profilsida ser du vilka av våra produkter som du har tillgång till. Skulle uppgifterna inte stämma på din profilsida – vänligen kontakta vår kundtjänst.
Miljö & Utveckling premium

Läs vidare – starta din prenumeration

  • Magasinet Miljö & Utveckling - 6 nummer per år
  • Full tillgång till allt digitalt material
Redan prenumerant?

1. Undvik vaga och absoluta miljöpåståenden

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

Senaste nytt

Hämtar fler artiklar
Till startsidan
Miljö & Utveckling

Miljö & Utveckling Premium

Full tillgång till allt digitalt material.

Det senaste