Greenwashing

Greenwashing is creating a greener impression than the facts support: vague claims without evidence, inflating irrelevant virtues, invented certification marks, or promising sustainability while the core business continues unchanged. It is not only a reputational risk but increasingly a legal one: regulators and European legislation require environmental claims to be specific, substantiated and verifiable, and generic terms like climate neutral are under fire. For marketers the discipline is easy to summarise: claim only what you can prove, be precise about scope and conditions, and never let the communication run ahead of the reality of the product and its supply chain.

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