F11-04·F11 — Marketing Ethics & Regulation
Sustainability and the Greenwashing Problem
55 min read
The productive tension
Marketing as an engine of consumptionandmarketing as an engine of sustainable behaviour change
The synthesis
Marketing can drive genuine behavioural change at scale — but only when it tells the truth about substance, and the substance has to come from operations, not from the creative department.
Learning objectives
- →Explain why sustainability marketing is both necessary and structurally vulnerable to greenwashing
- →Distinguish specific from general environmental claims and apply ISO 14021 and the UK Green Claims Code
- →Diagnose the Marketing-CEO contract failure that produces most greenwashing incidents
- →Design a verification workflow that enforces the no-claim-without-substance rule
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