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What is Sustainable Web Design?

What is Sustainable Web Design?

by | May 23, 2024 | Green Business, Sustainable Marketing, Tips

What is Sustainable Web Design?

“If the Internet was a country, it would be the 4th largest polluter” – Sustainable Web Manifesto

 

Despite the crucial role the Internet plays in accelerating the fight against climate change, it is simultaneously part of the problem. According to the Sustainable Web Manifesto, the Internet’s carbon footprint is expected to grow considerably by 2030.

While the term “greenhouse gas emissions” may evoke images of cars lined up in traffic, unleashing thick smoke into the air, this isn’t far from the reality of our digital carbon footprint. The internet relies on data centres, which use electricity.  

According to estimation, transferring 1GB of data produces 3kg of CO2, the equivalent of driving 11.2km (7 miles) in a car. When you consider the volume of people sharing, downloading and uploading data on the internet every day, these numbers quickly add up.

As businesses invest more in their online presence, it’s crucial that we pay attention to and take responsibility for our digital carbon footprints by incorporating sustainable web design into our marketing strategies. And as you’ll see in this post, this isn’t just better for the planet, but better for business too.

What is Sustainable Web Design?

Sustainable web design is a holistic strategy that aims to lower our digital carbon footprint by minimising resource usage and environmental impact. Essentially, it ensures the products and services provided align with the core principles outlined by the Sustainable Web Manifesto:


Clean: utilising renewable energy sources


Efficient: minimising energy and resource usage as much as possible


Open: ensuring accessibility and data control for users with an open exchange of information


Honest: providing transparent and truthful information through design and content


Regenerative: supporting community and environmental health


Resilient: ensuring functionality where and when they’re most needed

Guidelines for Sustainable Web Design


Consider the user experience
You’ll notice that this concept features a lot in the principles of sustainable web design. Using simple and intuitive navigation helps users find the information they’re looking for faster, improving their overall experience on your site and making them more likely to stick around.

Use green hosting
As data centres rely on electricity, choosing hosting providers that use renewable energy minimises the environmental impact of powering your website.

Optimise performance
Implementing caching reduces the workload on the server and contributes to faster load times. This not only minimises energy consumption, but improves the user experience.

Write clean code
No-code websites are everywhere nowadays and while they are a great, accessible option for people without any coding knowledge, they are much worse for the environment. This is where a sustainable web design agency can be especially useful for lowering your digital carbon footprint.
If you are writing code for your website, make sure it’s clean, avoiding excess characters and unnecessary duplications to make your page faster and more sustainable.

Optimise your media
Media assets can be especially heavy, so compressing your images and videos to lower their file size without compromising on quality can lower their environmental impact. Also, consider using lazy loading to stop below-the-fold content loading until it’s needed.

Opt for a minimalist design
Eliminate unnecessary media and limit custom fonts as this adds to the weight of your website. While very engaging, video content is particularly heavy and slows down your site, so consider whether it is necessary to get your message across.

Audit your website regularly
Review your website periodically and remove any outdated content to keep your website efficient and relevant.

You can use these guidelines for your sustainable web design strategy and check your site’s impact report using Ecograder.

The Benefits of Sustainable Web Design


Beyond the obvious benefits for the planet, incorporating sustainable web design into your digital marketing strategy is good for business.

Better return on investment (ROI) – a streamlined web design, optimised content and enhanced performance can lower your hosting and maintenance costs.

A better user experience – a reoccurring theme with sustainable web design, is a better user experience overall. The faster your page loads and the more intuitive the navigation, the more likely users are to find what they’re looking for and stay on your site.

Better Search Engine Optimisation (SEO) – search engines prioritise fast, well-optimised websites which is crucial to improving your website’s visibility and organic search ranking. This works both ways as good SEO helps users find what they’re looking for faster, lowering the overall impact of the user journey.

Enhanced brand image – as outlined in our post on the importance of a sustainable branding strategy, demonstrating an authentic commitment to sustainability helps boost your brand’s reputation and stay clear of the greenwashing trap, particularly with conscious consumers.

As the digital landscape continues to evolve, incorporating sustainable web design into your digital marketing strategy is not only a clever business decision but an essential step in taking responsibility for your digital carbon footprint and future-proofing your business.

What is the website carbon footprint https://dodonut.com/blog/what-is-the-website-carbon-footprint/

Why web designers need to think about sustainable web design https://www.forbes.com/sites/forbesbusinesscouncil/2022/09/01/why-web-designers-need-to-think-about-sustainable-web-design/

Sustainable web design https://www.mightybytes.com/blog/sustainable-web-design/

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Written by
Pollyanna Durbin

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Staying Relevant with a Sustainable Branding Strategy

Staying Relevant with a Sustainable Branding Strategy

by | May 22, 2024 | Green Business, Sustainable Marketing, Tips

Staying Relevant with a Sustainable Branding Strategy

A clear market trend is that as the climate changes, so does consumer behaviour. Consumers are increasingly aware of the environmental impact of their everyday decisions, including the brands they buy from. With consumers choosing to align themselves with brands that share their commitment to preserving the planet, a sustainable branding strategy is quickly becoming a necessity for building brand trust and relevance with emerging conscious consumers. 

Consumer behaviour is evolving with the climate

As the realities of the climate crisis become increasingly apparent, consumer behaviour is rapidly shifting. A recent study by NelsonIQ found that globally, one in ten (11.2%) consumers say that “environmentally friendly” and “sustainability” are the most important attributes they look for when choosing a brand, which is reassuring in light of the current cost of living crisis. Millennials in particular are more cautious with their spending habits, choosing to prioritise brands that are committed to social responsibility and sustainability. NielsenIQ reported 66% of global consumers are willing to pay more for sustainable products, with that number jumping to 73% for millennials. Now more than ever, consumers are not just looking to buy a product, they’re looking to support brands that share their sustainable values.

What is a sustainable branding strategy?

At its core, your brand represents your company’s values and beliefs – it’s what connects you to your consumers. From your logo to your mission statement, your brand tells your story. A sustainable branding strategy involves making sustainability an integral part of that story. Taking a “sense-of-mission” approach and consistently communicating your commitment to sustainability, from your product packaging to the way you show up on social media, gives your brand visibility among conscious consumers. 

Staying relevant in a changing climate

While branding has always had a significant influence on consumer behaviour, we’re seeing a shift in people’s priorities. Evidence shows that this change is accelerating, with a recent study by NielsenIQ reporting that almost two-thirds (61%) of UK consumers feel sustainability is more important now than it was three years ago – suggesting a sustainable branding strategy is vital to staying culturally relevant in today’s market. 

The importance of authenticity in your sustainable branding strategy

With increased attention to brand values comes a rise in scepticism over sustainable claims. Conscious consumers can spot greenwashing from a mile away, making authenticity crucial to building trust with your audience. Have a look at our post on avoiding greenwashing. Being transparent about your environmental initiatives, goals, and challenges is vital to creating a sustainable brand and helps build trust with your customers. 

A core business principle is that it costs more to acquire a new customer than it does to retain an existing one. The key to cultivating long-lasting customer loyalty is by building a foundation of brand trust through authenticity – a sustainable strategy in itself.

The evidence is clear that implementing an authentic sustainable branding strategy is vital to connecting with conscious consumers and staying relevant in today’s climate. 

The changing climate of sustainability has reached a critical momenthttps://nielseniq.com/global/en/insights/analysis/2022/the-changing-climate-of-sustainability-has-reached-a-critical-moment/

A guide to sustainable marketing and branding
https://www.customplanet.co.uk/a-guide-to-sustainable-marketing-and-branding

Growing importance placed on sustainability when choosign brandns in Asia Pacific
https://nielseniq.com/global/en/insights/education/2023/growing-importance-placed-on-sustainability-when-choosing-brands-in-asia-pacific/

portrait of Marta Gintowt

Written by
Pollyanna Durbin

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For more info about growing your business with a sustainable marketing strategy, get in touch with us at growfish.co

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Sustainable Marketing: Beyond Buzzwords

Sustainable Marketing: Beyond Buzzwords

by | Feb 8, 2024 | Green Business, Sustainable Marketing

Sustainable Marketing: Beyond Buzzwords

Ditch the jargon, embrace the core principles, and unlock the powerful potential of sustainable marketing, whether you’re a seasoned pro or just starting out. Here’s your guide to navigating this exciting new landscape.

  • How to attract the eco-conscious consumers who are shaping the future market. Millennials and Gen Z, wielding immense buying power, actively seek brands that align with their values. Become a magnet for this loyal and engaged demographic.
  • How to drive innovation and unlock new opportunities for growth in a sustainable future. Embracing sustainability paves the way for exciting innovations, from eco-friendly packaging to circular economies. Don’t be a follower; be a pioneer!
  • The power of joining a movement that’s making a real difference in the world, one marketing campaign at a time. Collaborate with like-minded organisations, support local initiatives, and become part of a collective force for positive change.

Ready to embrace the power of true sustainable marketing? Let’s go deeper.

This isn’t a box-ticking exercise; it’s a fundamental shift in mindset. Integrate transparency, collaboration, and a genuine desire for positive change into every facet of your business. Attract the right customers, contribute to a brighter future for all, and reap the rewards of responsible marketing: a healthier planet, loyal customers, and a thriving business that stands proudly as a force for good.

The future of marketing is undeniably sustainable, and you hold the power to shape it. Join the movement, embrace the journey, and together, let’s market a future worth inheriting.

Going green has become a mantra for our times, but for marketing professionals, it’s not just a tagline; it’s a call to action.

Every marketing decision carries weight, and sustainable marketing acknowledges that. It means taking responsibility for the financial, social, environmental, and even ethical consequences of our actions. Greenwashing won’t cut it in the face of increasingly informed and discerning consumers.

Beyond mere trends, sustainable marketing aims to influence businesses and consumers to adopt practices that benefit everyone for the long haul. It’s about forging a future where profit and purpose intertwine.

But don’t just take our word for it; consider this:

73% of Millennials actively try to minimise their environmental impact through their purchasing decisions. That’s a significant portion of the future’s buying power, and they’re looking for brands that share their values.

By embracing sustainable marketing, you’re not just doing your part for the planet; you’re also:

  • Attracting the right crowd: Millennials and Gen Z are knocking on your door, ready to support brands that align with their values.

  • Boosting your brand image: Sustainability isn’t just good PR, it’s a mark of responsibility, resonating with customers who seek more than just a product.

  • Driving innovation: When sustainability becomes your focus, new avenues open up, from eco-friendly packaging to circular economies. Be a leader, not a follower!

So, how do we embark on this journey? Here are some key strategies to get you started:

  • Know your audience: What resonates with them when it comes to sustainability? Tailor your message accordingly.

  • Be honest and transparent: Share your journey, challenges, and successes, building trust and authenticity.

  • Tell your story: Show your commitment by sharing your efforts, from partnerships to initiatives.

  • Collaborate: Join forces with like-minded companies and local sustainability projects to amplify your impact.

  • Educate your customers: Don’t assume everyone is an expert. Empower them with knowledge and inspire conscious choices.

Remember, sustainable marketing is a journey, not a destination. It’s about constant improvement, innovation, and collaboration. The rewards are significant: a healthier planet, loyal customers, and a thriving business that truly makes a difference.

Honesty and transparency are paramount. Ditch the greenwashing and share your journey. Acknowledge the challenges you face, celebrate your successes, and demonstrate a genuine commitment to continuous improvement.

Your story matters. Share your efforts, collaborations, and initiatives, showcasing your commitment to shaping a more sustainable future. Partner with like-minded organisations and support local sustainability projects. Remember, collective action has the power to amplify your impact exponentially.

Don’t assume everyone is an expert. Empower your customers with knowledge and inspire them to make informed, conscious choices. Educate them about sustainable practices and the positive impact they can have, both individually and collectively.

Sustainable marketing is a lifelong journey, not a quick fix. Embrace continuous learning, experimentation, and innovation. It’s not about perfection but about progress. Every step you take, every sustainable choice you make, contributes to a healthier planet, happier customers, and a thriving business that stands proudly as a force for good. To learn more about traditional marketing versus sustainable marketing, take a look at our guide.

The future of marketing is sustainable; marketing shouldn’t cost the earth.

Written by
Pollyana Durbin

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For more information about growing your sustainable business with a sustainable marketing strategy, get in touch with a member of the team at growfish.co. We’d love to hear form you!

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Q&A with Select Green Hotels

Q&A with Select Green Hotels

by | Oct 21, 2021 | Climate Experts: Q&A, Green Business, Sustainable Tourism

Q&A with Select Green Hotels

Growfish.co met with Isabelle, the owner of the wonderful new eco-travel business Select Green Hotels – a booking platform that specialises in luxury eco-resorts. Here she inspires us with the stories behind setting up her businesses and tips on the best hotels to look out for in 2022.

What inspired you to set up both Green Luxury Guide and Select Green Hotels?

I have always been very aware of environmental issues, and I’ve been eating organic and using organic skincare and eco-friendly cleaning products for years. I also love vintage shopping. However, I’ve lived quite a fast and busy life with little time to make conscious choices if they weren’t presented in an easy way to me. When the lockdown in Germany was announced in March 2020, I was working in Marketing Communications for a luxury hotel brand. Like many in the industry, I was grounded with a lot of time for myself. For me, this meant finally figuring out how to live more sustainably in all aspects of daily life. I realized quickly that to find really pretty eco-hotels, it takes days to search the internet. I happened to have the time and industry knowledge to do this, but who else has the time and patience? I felt that there was a huge gap between the traveller who wishes to travel more sustainably and the offerings of hotel booking platforms.

How can we all travel more sustainably?

Sustainability is such a broad term, it includes eco-friendliness but also social and economic stability. I think it can be overwhelming for people at times. Easy things to implement are taking trains instead of cars or planes, eating local and seasonal at the destination and actively refusing single-use plastics – this does have an educational effect as well. Whenever possible, I advise enjoying local culture and products. That way our trip has a positive economic impact on the local community. Looking out for eco certifications and our Select Green Sustainability Criteria when choosing a hotel helps to better understand if the accommodation is making an effort.

How do you make sure you practice self-care as a busy ecopreneur?

That’s the toughest question 😉 At some point, I realized that I’m barely moving from my computer all day. So I started doing 10-minute HIIT workouts every morning – no excuses – to get my body going. However, I do find entrepreneurship so uplifting that I feel I do a lot of mental self-care just by working on something I deeply believe in.

Where do you think the conscious travel industry is headed in the future?

The future of travel is green! Looking at the latest reports, the demand for more sustainable accommodations is growing immensely. Hoteliers start to understand that sustainable practices are more than just a good marketing tool. Guests are becoming more and more educated, so greenwashers will be spotted easier.

Which eco hotels should we look out for in 2022!

These past years saw some great new hotel openings. For a romantic Mallorcan getaway, I recommend LJs Ratxo – it’s completely plastic-free and in the middle of a nature reserve. For a city trip to Paris, HoY is a chic yoga hotel in the hip Pigalle district, and for an alpine skiing trip, Valsana in Arosa is chic yet laidback ski hotel.

For information on the best new eco-hotels to visit in 2022, visit www.selectgreenhotels.com.

Written by
Pollyana Durbin

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Q&A with Sustainable Narrative

Q&A with Sustainable Narrative

by | Aug 23, 2021 | Climate Experts: Q&A, Green Business

Q&A with Sustainable Narrative

Growfish.co has recently partnered with Sustainable Narrative – a digital and design platform that provides green solutions to businesses in Dubai, UAE. We caught up with the amazing founder of Sustainable Narrative, Najia Qazi to talk about design theory and the future of eco businesses.

Sustainable Narrative is a community organization – can you tell us more about what that entails?

At Sustainable Narrative, our aim has always been to create awareness by providing sustainable design-based solutions to various incubators, design hubs & think tanks in Dubai, UAE. We are trying to incorporate the regenerative business mindset that includes the process of restoration, renewal of the current resources and creating sustainable systems that integrate the needs of society with the integrity of nature. The premise has always been the circular design theory. This concept recognizes the importance of the economy needing to work effectively and efficiently at all scales – for large and small businesses, for organizations and individuals, globally and locally. Transitioning to a circular economy does not only amount to adjustments aimed at reducing the negative impacts of the linear economy. Rather, it represents a systemic shift that builds long-term resilience, generates business and economic opportunities, and provides environmental and societal benefits. 

When you launched Sustainable Narrative, who was it primarily set up to help? 

Sustainable Narrative was set up in 2018 to help businesses, organizations, and communities to create a sustainable future. There was a gap in the UAE market wherein the concept of sustainability was practically missing. We gradually began to question how the entire design system worked in the current fashion industry and decided to find and provide green solutions for glaring issues such as the unfair pay gap, high rate of production leading to overconsumption, and excessive wastage of resources etc. Our founder, Najia Qazi, and the team started to think of fresh ways to tackle the issues at hand with constant brainstorming sessions on key topics within fashion and design. This eventually led to chalking out effective plans for a sustainable industry. 

Our aim has always been to promote the concept of sustainability, not just as a popular or current trend; but rather as a lifestyle worth embracing, which is most needed in the walks of design or fashion.

Do you think sustainable brands sometimes struggle to ‘sell’ themselves and communicate who they really are? 

Firstly, we need to understand that it’s nearly impossible for a brand to be 100% sustainable. Businesses need to incorporate the 3Ps rule that is people, profit, and planet to achieve ethical and sustainable goals in the competitive market. 

For effective collaboration and communication, sustainable brands need to take a step forward to incorporate a radical transformation in their business mindset and structure that is by working together with the current industry by showing commitment and innovation. Also, we need to evolve from just reducing our impact to making a positive impact, but this can only happen if we all work together through effective collaborations and teamwork and continuous research and exploration into the realms of sustainability. 

However, the primary focus for business is to start thinking of fresh ways to tackle the issue of transparency and to communicate, educate and invest in the circular design theory approach by embracing Sustainable alternatives within the design industry.

What is the greatest challenge you have overcome at Sustainable Narrative? 

At Sustainable Narrative, we usually reach out to like-minded individuals and companies who are also keen on making an impact in sustainable development, particularly in fashion and design.  

We believe that a new mindset for business, especially in UAE itself, is a challenge – convincing organizations to incorporate the circular design thinking approach that can further help their businesses to explore new ways to create sustainable, resilient, long-lasting value. We hope to bring together a business community and its sustainability-driven goals and initiatives under one umbrella, not only in the UAE but also in other parts of the world. 

But the good news is that UAE is slowly and gradually working towards being more eco-friendly by 2050 and has started to invest in clean technologies and sustainable development. As we continue exploring financing green investments, seeking alternative energy sources, and lowering carbon emissions as solutions, the writing is irrevocably on the wall for anyone with a conscience – the time to act is NOW.

Can you give us your top tips for making a business more sustainable from the inside? 

The changes that need to happen are already underway; we have seen considerable growth in awareness of the issues and possibilities (new brands, technologies, and marketplaces) for sustainable fashion and design. And it would be great to see local or regional companies innovating on their business models, so they do not depend on people buying new things constantly to operate. That would enable us to shift away from fast fashion towards slow style, valuing quality over quantity, closing the loop or circular process. We really appreciate the creative ways that designers are closing the loop to ensure that a garment’s end of life cycle lasts beyond its first owner. One solution is designing from waste. Whether that’s designing with deadstock (fabrics and materials that are new but haven’t been used) recycled or pre-loved clothing and materials, many brands are looking at ways to design with the resources that we already have. 

The emphasis is often on businesses: how can they produce and promote greener products? However, the transition to a more responsible future must also involve both consumers and governments. It is becoming increasingly critical that governments promote environmental reform through regulation and policy. But an important question remains: to become truly sustainable, how must consumers’ lifestyles and consumption habits change?

Lastly, do you think the future of eco businesses is bright? 

We’re starting to experience an exciting time of change, especially in times of COVID, because there’s a fantastic sustainable movement happening across brands which are inspiring to see. We are seeing a growing demand for sustainable products as several local start-ups are now stepping into the game, with alternatives and trendier substitutes to existing choices, motivated by a desire to truly improve the environment for future generations. We have found that with the primary being the creation of a sustainable future, competition is replaced by harmony and collaboration. With the vision and mission are so aligned, the conscious community avoids the traditionally harsh competitive behaviour and relies on team building and communal efforts.

Sustainability is about protecting our future and being committed to change. Because we all need to play our part in helping and ensuring fashion is ethical and sustainable is an important part. We need to reinvent ourselves and co-create with nature and ethics to survive in the long run.

Written by
Pollyana Durbin

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How to Avoid Greenwashing

How to Avoid Greenwashing

by | May 31, 2021 | Green Business, Sustainable Marketing

How to Avoid Greenwashing

We’ve put together some easy yet impactful ways on “How to Avoid Greenwashing and Spot it?” within your own business. Let’s dive in!

What is Greenwashing?

Greenwashing is the concept of labelling a product or a service as green, through duplicitous PR and marketing efforts, rather than doing the groundwork to actually make the product or service itself more sustainable. 

Eco-minded consumers should be able to trust a company to deliver on what they promise, however, this is not always the case. Words like sustainable and eco-friendly have been so exploited by corporations who appear to have no real interest in preserving the planet, that there is now a phrase coined for this phenomenon: Greenwashing.

Is Greenwashing New?

Even though greenwashing is a buzzword of the modern era, the term itself was coined in the 1980s, around the time of Chevron, the multinational oil company that commissioned a series of ads to convince the public of its environmental credentials, which of course were widely criticised (1). 

The Guardian states that the phenomenon of greenwashing actually dates back to as early as 1969. When the Westinghouse’s nuclear power division, while under duress from the ever-popular anti-nuclear movement, launched TV and print ads extolling the virtues, cleanliness and safety of nuclear power plants. Only 17 years later these virtues were proven disastrously untrue.

The Volkswagen Scandal

The most infamous and serious example of corporate greenwashing was the Volkswagen Clean Diesel scandal of 2015, which is an exceptional case of greenwashing gone wrong. Not only did Volkswagen’s campaign fabricate their new climate-friendly approach to greener automobile technology, their endeavours actually resulted to be more harmful to the environment than their conventional cars. 

The VW situation not only had worldwide consequences with breaching environmental laws but also resulted in major financial losses for the company (2). In the aftermath of the scandal, VW made headlines for the most memorable greenwashing violations of the decade, instinctively making it hard for consumers to forget this environmental faux-pax. 

The court of consumer opinion is tough for companies recovering from scandals as such. One study concluded that consumers who were knowingly confronted with misleading advertising reacted negatively to the presented brand at hand (3). 

When businesses hide behind a facade of advertising, performance stats, claims and trademarks it can be for a variety of reasons, such as luring in more climate-conscious customers to duping evolving environmental laws and standards. Greenwashing can be seen on a smaller scale, with instances of companies launching allegedly eco-friendly products among their non-environmentally friendly merchandise or stretching the truth about sustainable manufacturing.

Is This Product Actually Doing What It Says?

Going green is valued, strived for, and worked on. Sustainability is a value that customers and consumers seek and brands strive to deliver. Today’s generation, who are more educated on and engaged with the climate crisis than ever before, in theory, should be able to trust brands and companies who label themselves eco-friendly at face value. 

Unfortunately, as with any type of marketing, discernment is key. For individuals who are conscious of making small changes in their everyday life, greenwashing presents a problem. Consumers have to ask themselves the question ‘Is this product actually doing what it says?’ This lack of trust can erode the relationship between consumer and product.

The Importance of Brand Transparency

Being a brand that has an established reputation for being truthful and transparent about its sustainability efforts is crucial for businesses to future-proof themselves. Investing time in a conscious, meaningful marketing strategy from the get-go will attract the right customers.

An analysis of greenwashing revealed that misleading schemes can exist in many different methods and are implemented in various stages and depths of marketing or business strategy, with corporate social responsibility being held in accountability.

Whether it’s an honest editorial about sustainability values on a companies website, going the extra mile to approve products by legitimate eco-labels, documenting best practices and sharing this knowledge, or trusting your marketing to an agency that specializes in a sustainable approach, rowing against the tide of greenwashing has come down to one easy solution: transparency. 

We all have the power to be agents of change.

  1. The troubling evolution of corporate greenwashing
    https://www.theguardian.com/sustainablebusiness/2016/aug/20/greenwashing-environmentalism-lies-companies
  2. Volkswagen: The scandal explained
    https://www.bbc.com/news/business-34324772
  3. Different Shades of Greenwashing: Consumers’ Reactions to Environmental Lies, Half-Lies, and Organizations Taking Credit for Following Legal Obligations
    https://journals.sagepub.com/doi/full/10.1177/1050651919874105
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Marta Gintowt

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