Five Strategies for Building Your Ethical Brand Without Being Accused of Greenwashing

Five Strategies for Building Your Ethical Brand Without Being Accused of Greenwashing

There’s been a lot of discussion about elevating corporate responsibility to become a strategic driver of your business. Most companies would like to benefit from their ethical efforts in the form of increased customer attraction and loyalty, yet few have figured out how to do it successfully. When marketing and PR are relied on, it can often backfire in accusations of greenwashing. The secret is to apply brand-strategy principles to build your ethical reputation.