New messages in green marketing
The Sunday Times has released this year's list of the UK's 60 Best Green Companies. The "green list" looks both at environmental policies and the extent to which they're adopted by staff in a practical context, ensuring real responsibility whether the business is large or small, with a high or low impact.
While this can bring welcome PR for many corporate brands, sustainable strategies have faced criticisms of greenwashing and an increasingly cynical audience. For some there's a sense that consumers have tired of "green" as a selling point, challenging marketers to refresh messaging around sustainability.
For a perspective on the opportunities and challenges in green comms at the moment, Pearlfinders has spoken to some of the brands hailed for their environmental credentials.
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