With sustainability becoming a household conversation, businesses are increasingly incentivised to promote environmental credentials in order to stay relevant. But it takes more than planting a few trees and offsetting carbon emissions to win over the public.
Consumers are looking for brands to meet their values, but with growing public awareness it’s critical to be transparent and not superficial. By putting honesty at the core of campaigns and consistently looking to do more, can businesses navigate the ‘greenwashing’ of the market to increase brand loyalty?
