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APR 1

Do People Care About Your 'Green' Message? Yes†

Nielsen Report Shows Perils of Exaggerating Ecological Good Deeds

Advertising Age, April 1, 2008 — As if you didn't know this already, a new report from Nielsen Online proves it: When it comes to going green, companies just can't fake it.

The report calls greenwashing a "failed corporate strategy" and urges brands to aim for transparency and consistency instead. "Bloggers are quick to condemn 'greenwashing' when they suspect companies misrepresent their environmental impact with aggressive PR campaigns — as spurious attempts to be 'green,'" according to "Sustainability Through the Eyes and Megaphones of the Blogosphere."

Categories: Brand Strategy, Brand Blunders
Tags: Blogs, Green, Greenwashing

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