In 2016, Tide launched Purclean, a new brand of detergent that claimed it was 100% plant-based. However, the National Advertising Division of BBB National Programs analyzed the claim four years later and found that Purclean was only 75% plant-based. While not great, 25% non-plant composition doesn’t sound too bad until you learn that some of the materials are petroleum-based. This was completely counter to Tide’s marketing message, and extremely misleading for consumers.
And it’s a classic example of greenwashing, which by definition refers to misleading communication about a company’s environmental practices and impact so as to present an environmentally responsible public image. In a time when marketers have roughly three seconds to grab someone’s attention, it’s a lot easier to spin the truth, especially when it comes to lauding the efforts of sustainability and eco-friendly endeavors. While there are companies committed to making a real difference for people and the…
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Source : fastcompany.com
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