Corporate CSR Skepticism Fueled by ‘Greenwashing Washout’

July 17, 2008

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With the eco-world on overdrive, overall skepticism in companies’ corporate social responsibility initiatives is higher among LOHAS consumers, the portion of the population that is most interested in sustainability and the earliest adopters of sustainable products, than general population U.S. adults, according to research from the Natural Marketing Institute. Defined by NMI as a “Greenwashing Washout,” partly driven by the fact that current corporate sustainability messaging is ineffective, even the most eager consumers question companies’ CSR.

It is therefore not only important for companies to make their CSR values known and aligned to the consumer; it must be done authentically to promote trust in the brand, NMI says. While many consumers remain unsure of the details, the corporate world does, as a whole, appear to be making some progress. LOHAS consumers generally believe companies are more socially responsible now than in years past.

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Reader Comments

RElated to this, I have just posted an interview of Ketchum’s Shanghai Director on the CSR in China from the PR perspective.

http://youtube.com/watch?v=lIlK2oNJ1BQ

r
http://www.china-crossroads.com

Crossroads | July 17th, 2008

Good post. This ‘Greenwashing Washout’phenomenon will hopefully lead to more viable CSR initiatives by those companies. Afterall, LOHAS has become quite a significant segment of consumers. On the other hand, LOHAS community should only opt for those products which are actually ‘green’ and sustainable.

Saad Khan | August 4th, 2008

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