Consumers are more sensitive to greenwashing as brands continue to ride the pro-environment bandwagon, according to 42BELOW global brand manager Kane Stanford.
Speaking to AdNews on the subject, which is when brands use marketing to mislead consumers into thinking they are environmentally friendly, Stanford said greenwashing can have the opposite effect if done wrong.
“There are absolutely dangers for brands joining the environmental movement - greenwashing is a real thing,” Stanford said.
Queenstown Final for Championing Environmental Practices
AUCKLAND, NEW ZEALAND, AUGUST 17, 2016 /3BL Media/ -- The very green final of the 42BELOW® Cocktail Earth Cup has arrived. The first Trans-Tasman sustainability focused cocktail competition will have its final showdown in Queenstown, NZ over 22nd – 24th August. To enter, competitors were required to create and submit a cocktail championing environmentally sustainable practices -- using 42BELOW vodka as the base.