LETTER: Green guide is good but more is needed

The CIPR's 'Best Practice Guidelines for Environmental Sustainability Communications' are a laudable effort to bring some rigour to the sea of 'greenwash' in which we're currently bathing.

Largely due to over-enthusiasm and negligence rather than maliciousness, the danger of greenwash is that it alienates cynical consumers just as the wider market wakes up to the sustainability challenge.

It is imperative that agencies acquire the requisite knowledge of sustainability.

Ed Gillespie, creative director, Futerra Sustainability Communications

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