on Mar 5, 2024 5:10:59 GMT
Post on Mar 5, 2024 5:10:59 GMT
It is likely that on more than one occasion you have heard the phrase: "you have been a victim of marketing" and yes... perhaps you have been, because although there are brands that have real actions and also good examples of valuable content ... there are others that only they do socialwashing or greenwashing…
When they tell you then that you have been a victim of marketing, this means that you have fallen into a strategy resulting from marketing + social washing, actions that are dedicated to subtly deceiving consumers from a perspective of social responsibility.
Marketing analyzes the commercial management of companies with the purpose of attracting, retaining and retaining customers by satisfying their needs.
True marketing has been essential for commerce Chile Mobile Number List for years, however, it has unfortunately reached the world of Corporate Social Responsibility (CSR) sometimes in bad ways.
Meet greenwashing!
When we talk about CSR, we talk about sustainable development practices that benefit stakeholders, society and the environment; However, carrying them out is not an easy task, it requires hard work together.
When these types of practices are made known, the reputation of the company obtains great benefits and with it some economic benefits. Therefore we can say that CSR is a strategy that boils down to a win-win.
However, in this area a practice has been promoted that does not fulfill the purpose of CSR and, on the contrary, is not very responsible: greenwashing .
Greenwashing reflects the bad practices that some companies carry out when they present a product or any proposal as supposedly environmentally friendly, but in reality it is not.
We are talking about a type of "makeup" in the form of marketing that is responsible for covering up practices that have nothing or very little social responsibility , or that are not as "green" as they claim to be, nor do they put the circular economy into practice.
The term was born 30 years ago in the hands of the British writer and environmental activist David Bellamy when he decided to highlight the hypocrisy of some companies that tried to sell their products by stating that they "had a great commitment to the environment", while in practice they did not. It was like that.
Today, communications and PR agencies are suspected of being complicit in greenwashing. Will it be possible?
Communication and PR agencies, accomplices of greenwashing?
Recently it is thought that communication and Public Relations (PR) agencies could be contributing to the aforementioned greenwashing. An example has been reflected in natural gas.
According to HuffPost , as public pressure mounts to address climate change, the oil and gas industry has doubled down on its decades-long effort to position natural gas as part of the solution . But with people becoming more aware of the downsides of natural gas (methane emissions offsetting much of their carbon savings, unsafe levels of indoor air pollution and radioactive waste, to name a few) and several cities ban natural gas in new buildings, it has become a more difficult sell.
That's where public relations and advertising have long helped in designing campaigns that divert attention from problem areas in the industry.
The case of Porter Novelli
Last year, Porter Novelli helped design a marketing campaign for the lobbying group American Public Gas Association (APGA) that highlighted the possibilities of natural gas-powered upward mobility, particularly for young people of color, without saying "natural gas." " aloud. It's the kind of thing public relations professionals have done for the fossil fuel industry for a century.
When they tell you then that you have been a victim of marketing, this means that you have fallen into a strategy resulting from marketing + social washing, actions that are dedicated to subtly deceiving consumers from a perspective of social responsibility.
Marketing analyzes the commercial management of companies with the purpose of attracting, retaining and retaining customers by satisfying their needs.
True marketing has been essential for commerce Chile Mobile Number List for years, however, it has unfortunately reached the world of Corporate Social Responsibility (CSR) sometimes in bad ways.
Meet greenwashing!
When we talk about CSR, we talk about sustainable development practices that benefit stakeholders, society and the environment; However, carrying them out is not an easy task, it requires hard work together.
When these types of practices are made known, the reputation of the company obtains great benefits and with it some economic benefits. Therefore we can say that CSR is a strategy that boils down to a win-win.
However, in this area a practice has been promoted that does not fulfill the purpose of CSR and, on the contrary, is not very responsible: greenwashing .
Greenwashing reflects the bad practices that some companies carry out when they present a product or any proposal as supposedly environmentally friendly, but in reality it is not.
We are talking about a type of "makeup" in the form of marketing that is responsible for covering up practices that have nothing or very little social responsibility , or that are not as "green" as they claim to be, nor do they put the circular economy into practice.
The term was born 30 years ago in the hands of the British writer and environmental activist David Bellamy when he decided to highlight the hypocrisy of some companies that tried to sell their products by stating that they "had a great commitment to the environment", while in practice they did not. It was like that.
Today, communications and PR agencies are suspected of being complicit in greenwashing. Will it be possible?
Communication and PR agencies, accomplices of greenwashing?
Recently it is thought that communication and Public Relations (PR) agencies could be contributing to the aforementioned greenwashing. An example has been reflected in natural gas.
According to HuffPost , as public pressure mounts to address climate change, the oil and gas industry has doubled down on its decades-long effort to position natural gas as part of the solution . But with people becoming more aware of the downsides of natural gas (methane emissions offsetting much of their carbon savings, unsafe levels of indoor air pollution and radioactive waste, to name a few) and several cities ban natural gas in new buildings, it has become a more difficult sell.
That's where public relations and advertising have long helped in designing campaigns that divert attention from problem areas in the industry.
The case of Porter Novelli
Last year, Porter Novelli helped design a marketing campaign for the lobbying group American Public Gas Association (APGA) that highlighted the possibilities of natural gas-powered upward mobility, particularly for young people of color, without saying "natural gas." " aloud. It's the kind of thing public relations professionals have done for the fossil fuel industry for a century.