The fundamental role of marketing lies between greenwashing and greenhushing

It is important to strike a balance between greenhushing (or green silence) and greenwashing (providing consumers with misleading sustainability information). Companies must communicate the genuine environmental and social benefits of their products effectively to consumers, who are becoming more attentive to transparency and authenticity. Proper communication is equally important because it not only promotes sustainability, but also increases business competitiveness.

Read more at: https://lnkd.in/dGXpuQQ