7gen Bloc

If I could say it better I would, but I can't so I won't. PLEASE read this excerpt from the introduction to "The Greenwash Guide" by Futerra, a UK consulting company.

"Greenwash isn't simply annoying, it's dangerous. In a market economy the consumer is king, and consumers have started sending strong environmental signals through their purchasing. This growing 'green trend' is a powerful force compelling the economy to clean up its environmental act.

"But consumers often rely on advertising and other corporate messaging to inform their purchasing choices, and greenwash is undermining confidence in that advertising. That confidence is now at an all time low, with only 10% of consumers trusting green information from business and government. Without confidence in the claims, consumers are reluctant to exercise the power of their green purchasing, as they no longer know who or what to believe. This puts the whole market for 'green' in danger and might damage the virtuous circle of companies promoting their green products, consumers choosing them over non-green products thereby encouraging business towards greater greenness. Greenwash is the spanner in the works that could sabotage the whole environmental movement within business.

"Most greenwash is due to ignorance and/or sloppiness rather than malicious intent, and businesses and advertising agencies can take simple steps to prevent greenwash slipping through."

For more information or to download a complete copy of their guide visit:
www.futerra.co.uk
or call
+44(0) 207 549 4700