This is a good example of what a Force for Good business is and how to be one because it emphasises the need for real changes in behaviour: "walking the talk".

Description

Greenwash is an environmental claim which is unsubstantiated (a fib) or irrelevant (a distraction).

The UK's Advertising Standards Agency has been upholding more and more complaints against advertising that doesn’t live up to its green claims. Similarly France and the USA either have announced or are about to announce new guidelines.

The world is facing very serious problems (see "Why we need business to be a Force for Good") so iaudiences need to be able to trust the messages they are told, so that they can then make the right choices.

This document lays out the "Ten Signs" of how to spot Greenwash and the "Six Easy Steps" for what companies can do to avoid Greenwash.

Source

The download is also available from the Futerra website: http://www.futerra.co.uk/news/230