{"id":114364,"date":"2023-05-22T07:56:44","date_gmt":"2023-05-22T04:56:44","guid":{"rendered":"https:\/\/tietopankki.crnet.fi\/fi\/news\/from-freezing-to-fawning-the-4-fs-of-sustainable-communications-greenwash\/"},"modified":"2023-05-22T07:56:44","modified_gmt":"2023-05-22T04:56:44","slug":"from-freezing-to-fawning-the-4-fs-of-sustainable-communications-greenwash","status":"publish","type":"post","link":"https:\/\/tietopankki.crnet.fi\/fi\/news\/from-freezing-to-fawning-the-4-fs-of-sustainable-communications-greenwash\/","title":{"rendered":"From Freezing to Fawning: The 4 F\u2019s of sustainable communications greenwash"},"content":{"rendered":"<div class=\"mp_wrapper\">\n  <div class=\"mepr-unauthorized-message\">\n    <p>You are unauthorized to view this page.<\/p>\n  <\/div>\n  <div class=\"mepr-login-form-wrap\">\n            \n<div class=\"mp_wrapper mp_login_form\">\n                  <!-- mp-login-form-start -->     <form name=\"mepr_loginform\" id=\"mepr_loginform\" class=\"mepr-form\" action=\"https:\/\/tietopankki.crnet.fi\/fi\/login-2\/\" method=\"post\">\n            <div class=\"mp-form-row mepr_username\">\n        <div class=\"mp-form-label\">\n                              <label for=\"user_login\">Username<\/label>\n        <\/div>\n        <input type=\"text\" name=\"log\" id=\"user_login\" value=\"\" \/>\n      <\/div>\n      <div class=\"mp-form-row mepr_password\">\n        <div class=\"mp-form-label\">\n          <label for=\"user_pass\">Password<\/label>\n          <div class=\"mp-hide-pw\">\n            <input type=\"password\" name=\"pwd\" id=\"user_pass\" value=\"\" \/>\n            <button type=\"button\" class=\"button mp-hide-pw hide-if-no-js\" data-toggle=\"0\" aria-label=\"Show password\">\n              <span class=\"dashicons dashicons-visibility\" aria-hidden=\"true\"><\/span>\n            <\/button>\n          <\/div>\n        <\/div>\n      <\/div>\n            <div>\n        <label><input name=\"rememberme\" type=\"checkbox\" id=\"rememberme\" value=\"forever\" \/> Remember Me<\/label>\n      <\/div>\n      <div class=\"mp-spacer\">&nbsp;<\/div>\n      <div class=\"submit\">\n        <input type=\"submit\" name=\"wp-submit\" id=\"wp-submit\" class=\"button-primary mepr-share-button \" value=\"Log In\" \/>\n        <input type=\"hidden\" name=\"redirect_to\" value=\"\/fi\/wp-json\/wp\/v2\/posts\/114364\" \/>\n        <input type=\"hidden\" name=\"mepr_process_login_form\" value=\"true\" \/>\n        <input type=\"hidden\" name=\"mepr_is_login_page\" value=\"false\" \/>\n      <\/div>\n    <\/form>\n    <div class=\"mp-spacer\">&nbsp;<\/div>\n    <div class=\"mepr-login-actions\">\n        <a\n          href=\"https:\/\/tietopankki.crnet.fi\/fi\/login-2\/?action=forgot_password\"\n          title=\"Click here to reset your password\"\n        >\n          Forgot Password        <\/a>\n    <\/div>\n\n      \n    <!-- mp-login-form-end --> \n  <\/div>\n      <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<div class=\"smart_content_wrapper\">\nThe majority of the UK public doesn\u2019t believe brands are doing enough to communicating their sustainability actions, with new research finding that marketing and communications are suffering from the \u201cfour Fs\u201d that could be contributing to greenwashing.<\/p>\n<p>Red Consultancy\u2019s specialist sustainability comms unit \u2013 Green@Red \u2013 surveyed 4,000 of the UK public while also analysing more than 50,000 media articles related to corporate communications on sustainability. The research found that 86% of the public believes the sustainability claims made by corporates and that two-thirds are likely to purchase from that company as a result. It also found that more than 66% of the public believe that businesses can drive greater action on climate, but that 70% don\u2019t feel they understand what businesses are trying to achieve. In total, 64% feel brands aren\u2019t currently doing enough.<\/p>\n<p>However, the research warns of an \u201caction-intention gap\u201d where some brands are moving too slowly on sustainability strategies or are unable to articulate their efforts. This is causing businesses to miss out on new customers and revenues as a result. Red Consultancy\u2019s research found that corporate communications are in a state of flux that can be broken down into four groups.<\/p>\n<p>The first category is that of \u201cfight\u201d. <strong>Fighter<\/strong> brands are, the report states, those that show \u201cclear sustainable action\u201d backed by purpose-led communications. These organisations are able to demonstrate strong leadership and are trying to deliver change beyond just their own organisations.<\/p>\n<p>Flight brands are far less developed when it comes to their sustainability strategies and therefore have a more \u201cscattered\u201d approach to communications around the various different topics under the sustainability agenda. Flight brands tend to link their communications to calendar days like Earth Day.<\/p>\n<p>Brands in the <strong>freeze<\/strong> category tend to be scared to talk about their sustainability journey, akin to \u201cgreenhushing\u201d where brands keep quiet about their work. This may be out of fear of being accused of greenwashing because their plans aren\u2019t as developed as others, or they may simply not yet have all the data and metrics and want to get on with carrying out their vision.<\/p>\n<p>Finally, there are <strong>fawn<\/strong> brands. Fawn brands are those that tend to over-rely on green media and news coverage in order to leverage new market and commercial opportunities. These brands tend to see sustainability as a selling point externally, but often fail to integrate and embed the correct functions internally to deliver on their claims and aims. This often means that they fail to truly engage with consumers as a result.<\/p>\n<p>Commenting on the report, Green@Red\u2019s head of sustainability communications Sam Bowen said: \u201cThere is a significant expectation for organisations and brands to transition to more regenerative models and have a greater influence on the way people think and act. But many are yet to fully immerse in sustainable transformation, whether strategic implementation, effective communications or both. \u201cOur findings show those that close the \u2018Action:Intention Gap\u2019 will remain culturally relevant and benefit from opportunities of greater trust, positive reputation and the ability to fully thrive.\u201d<\/p>\n<p>Source: <a rel=\"noopener\" href=\"https:\/\/www.edie.net\/from-freezing-to-fawning-the-4-fs-of-sustainable-communications-greenwash\/\">edie.net<\/a> <\/div>\n<p>The post <a rel=\"noopener\" href=\"https:\/\/vastuullisuusuutiset.fi\/fi\/environmental-news-en\/from-freezing-to-fawning-the-4-fs-of-sustainable-communications-greenwash\/\">From Freezing to Fawning: The 4 F\u2019s of sustainable communications greenwash<\/a> appeared first on <a rel=\"noopener\" href=\"https:\/\/vastuullisuusuutiset.fi\/fi\">Vastuullisuusuutiset.fi<\/a>.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[22],"tags":[419,575,10045,690],"class_list":["post-114364","post","type-post","status-publish","format-standard","hentry","category-news","tag-communication","tag-environmental-news-en","tag-freenwash","tag-sustainable"],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/tietopankki.crnet.fi\/fi\/wp-json\/wp\/v2\/posts\/114364","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/tietopankki.crnet.fi\/fi\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/tietopankki.crnet.fi\/fi\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/tietopankki.crnet.fi\/fi\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/tietopankki.crnet.fi\/fi\/wp-json\/wp\/v2\/comments?post=114364"}],"version-history":[{"count":0,"href":"https:\/\/tietopankki.crnet.fi\/fi\/wp-json\/wp\/v2\/posts\/114364\/revisions"}],"wp:attachment":[{"href":"https:\/\/tietopankki.crnet.fi\/fi\/wp-json\/wp\/v2\/media?parent=114364"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/tietopankki.crnet.fi\/fi\/wp-json\/wp\/v2\/categories?post=114364"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/tietopankki.crnet.fi\/fi\/wp-json\/wp\/v2\/tags?post=114364"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}