Chapter 2

Walking the Talk: Avoiding Greenwash

(…) the consequences of getting it wrong and being seen as purporting a fraud—or, greenwashing (…) are growing. Whether real or perceived, when consumers see greenwashing, they are likely to punish companies with less sales. When NGOs see it, they are motivated to drive negative campaigns and press. And when regulators see it, they can determine that an environmental claim is a ‘deceptive practice’ and fine companies.1

Businesses would not function and organizations would fail without effective communication, which we define as the process of a message being shared and understood. We all know that communication errors cost businesses in lost productivity, delays in production, broken relationships, ...

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