{"id":1875,"date":"2022-03-04T17:53:58","date_gmt":"2022-03-04T17:53:58","guid":{"rendered":"https:\/\/the-square.co\/es\/?p=1875"},"modified":"2022-03-04T17:53:58","modified_gmt":"2022-03-04T17:53:58","slug":"greenwashing-what-can-the-communicators-of-today-do-to-stop-it","status":"publish","type":"post","link":"https:\/\/the-square.co\/es\/greenwashing-what-can-the-communicators-of-today-do-to-stop-it\/","title":{"rendered":"Greenwashing: what can the communicators of today do to stop it?"},"content":{"rendered":"

We\u2019ve all heard the term\u00a0Greenwashing<\/em>, mostly associated with communication campaigns. With the rise of corporate social responsibility, it\u2019s a term that has been talked about more and more, especially in the Public Relations world. But what is it? And how can the communication specialists of today help decrease this growing problem through the gift they have been given: the power of words?<\/p>\n

When we talk about\u00a0Greenwashing<\/em>, we are referring the covering up of negative information related to an organization\u2019s performance by exposing only positive information. This can also be called selective disclosure, which is a term used in this area of study. It\u2019s usually associated with environmental practices, thus the name. It\u2019s not lying through campaigns, but being selective of the words used in copywriting, for example.<\/p>\n

As communication professionals it\u2019s important to understand what we are contributing to. It\u2019s part of the job to highlight strong information we believe is relevant to our partners and focus all our efforts on those arguments, however, it\u2019s also up to us to think about the impact the words chosen will have in the consumer or business we are trying to reach with our messages.<\/p>\n

If we know that the information we are putting out there is not 100% truthful then it\u2019s a lose-lose scenario: the consumer will eventually find out, which could lead to a major reputation fall out for the brand, as we\u2019ve seen happen countless of times. Not all press is good press, especially in a world that favors the protection of the environment more and more each day.<\/p>\n

The fact is that it\u2019s more common every day that consumers take information at face value, such is the case with the growing problem of\u00a0Fake News<\/em>. It is no exception that people will look at a Public Relations or Marketing campaign and assume what is written there as the truth, without doing any further investigation. While believing that our behavior is ethical, as communication professionals we are misleading them and hurting the environment in the process.<\/p>\n

So how can we, as people who work in the industry causing the problem, help stop it? We can help prevent misleading of consumers or businesses through\u00a0Greenwashing<\/em>\u00a0by being through in our investigation of the brands initiatives, be critical of the content we are producing and, above all else, take a consultant\u2019s approach to the way we work.<\/p>\n

By analyzing previous communication campaigns, we can conclude that the use of\u00a0Greenwashing<\/em>\u00a0can only get a brand so far before it all \u201cblows up in their face\u201d. As such, we must take on the role of consultants and recommend better alternatives to this issue like, for example, align the campaign or brand with an outside organization that works as a spokesperson, giving them more credibility through an external source, which will, of course, only work if the brand truly is ethical.<\/p>\n

Having the power to influence behavioral change is something not to be taken lightly and as communicators we must think thoroughly of the impact we have on the world. Considering how much the planet needs everyone\u2019s help to save it, we also must do our part in our everyday work life, in the end we need to decide if we want to be part of the problem or of the solution.<\/p>\n","protected":false},"excerpt":{"rendered":"

We\u2019ve all heard the term\u00a0Greenwashing, mostly associated with communication campaigns. With the rise of corporate social responsibility, it\u2019s a term that has been talked about more and more, especially in the Public Relations world. But what is it? And how can the communication specialists of today help decrease this growing problem through the gift they […]<\/p>\n","protected":false},"author":4,"featured_media":1876,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1875","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"\nGreenwashing: what can the communicators of today do to stop it? - The Square<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/the-square.co\/es\/greenwashing-what-can-the-communicators-of-today-do-to-stop-it\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Greenwashing: what can the communicators of today do to stop it? - The Square\" \/>\n<meta property=\"og:description\" content=\"We\u2019ve all heard the term\u00a0Greenwashing, mostly associated with communication campaigns. 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