Manisha Kapoor of ASCI highlights how greenwashing in advertising undermines genuine sustainability efforts and deceives consumers, hindering progress towards a greener future.

In recent years, as the world’s environmental concerns have taken centre stage, the demand for sustainable and eco-friendly products and services has skyrocketed. Companies, eager to capitalize on this growing trend, often tout their commitment to sustainability and environmental responsibility. In particular, younger consumers have shown open support and preference for brands that have sustainability enshrined in their principles and their functioning.

The Deloitte Global Millennial Survey (2020) found that 60% of millennials and 55% of Gen Z respondents were willing to pay a premium for sustainable products. Younger generations, in particular, have shown a strong inclination towards environmentally friendly options and are actively seeking brands that align with their values.

However, behind the veil of green promises, a troubling phenomenon lurks – greenwashing and its lesser-known sibling, green hushing. These practices undermine genuine sustainability efforts and deceive consumers, hindering progress towards a greener future.

Greenwashing: A False Shade of Green

Greenwashing refers to the deceptive marketing practices employed by companies to create a misleading perception of their environmental credentials. It involves using clever branding, misleading labels, and exaggerated claims to...

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