As Chatsworth Communications' research found, many eco-friendly company initiatives are viewed by consumers as 'greenwashing'. That is why it is important for businesses to seek guidance and collaboration from non-governmental organisations at all levels, particularly those that are locally or regionally based.
Seventy-five per cent of respondents to the Peppercom Eco-concerns survey said that efforts seem more credible when endorsed by environmental groups and are designed to have an impact on local communities.
The problem is that most firms interested in going green have yet to figure out which environmental groups to partner, and how to work with them on policy development and communications.
Jacki Vause, MD, Peppercom Europe.