Environmental communication aims to promote your company, your brand, and your products as environmentally responsible, building on real commitment and achievements. Effective environmental communication can be distinguished from “greenwash” - a term for superficial or misleading communication which aims to present a company or a product as greener than it actually is.
Greenwash is a risky and potentially damaging strategy and should be avoided. In this Launchpad episode we discuss what businesses can do to make sure they don't miss the point when making sustainability-related claims and embracing eco-friendly messaging.
Get ready for an insightful journey into the realm of sustainability and communications with our esteemed guest, Angela Boskovic, an authority in environmental communication and the founder of EcoCore and LLC. We promise to equip you with a sound understanding of environmental communication, a discipline that dissects humanity's perception of nature and the content that arises from these perceptions. This episode also throws light on the global issue of greenwashing, the process by which a company misleadingly presents itself as more sustainable than it actually is, and we discuss ways to hold such businesses accountable.
We turn the spotlight onto deceptive marketing strategies in the sustainable product sector, as Angela reveals how corporations use percentages, natural ingredients, and hollow eco-claims to appear greener than they actually are. We also scrutinize the misuse of the term "eco" in product labeling and how such branding can misguide the consumer, while also addressing the role of regulatory bodies in curbing the abuse of ESG (Environmental, Social, and Corporate Governance) standards as a marketing tool.
Lastly, we underscore the urgency of clear and honest eco-communications, emphasizing that businesses should start from a negative standpoint in their journey towards sustainability. We investigate the role of ethical marketing in promoting sustainability, discourage the use of shaming techniques in customer communications, and illustrate how businesses can leverage transparency and ethical communication to safeguard their market presence in the future. This episode is a must-listen for those seeking to understand the complex interplay between communications and sustainability.
Guest: Angela Boskovic, an environmental communication educator based in Montenegro, Europe, and the founder of Eko Korijen LLC. Through 1:1 consulting and team workshops, she helps businesses and green NGOs craft communication plans & marketing campaigns without giving way to greenwashing. Andjela holds a Master's degree in Environmental Policy and a Bachelor's degree in Journalism. She has diverse work experience involving environmental journalism, copywriting, project management, event organization, etc.
About our host
Dunja Jovanović is the founder of the Ffm platform which is focused on education on sustainable fashion, advocacy, and development of tools that promote and enable environmentally friendly habits among the general public.
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