It is a concept that dates back to the 1980s and is compared to money laundering, only in the field of sustainability.

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It describes a company's attempt to brand itself to a green and sustainable image. An image that is not true and that is not reflected in either products, organisation or actions.

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In popular terms, you could say that marketing has created a brand that is green, but the reality is black.

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Some industries fall into the trap more easily than others because consumers demand sustainable products, for example in fashion, beauty and food. Demand cannot be met at the same speed as it is demanded and therefore the brand is embellished.

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For example, the case of Volkswagen, which in 2015 marketed new diesel cars with low NOx emissions. It was false marketing and ended in a big scandal when it became known that the test results had been cheated.

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Martin Bossel

Owner

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