ΠΕΡΙΓΡΑΦΗ

Greenwashing is the process of conveying false or misleading information about a company’s real environmental impact, in an effort to conceal the true damage it causes to the environment. It involves making an unsubstantiated claim to deceive consumers into believing that a company’s products or services are environmentally friendly.

Greenwashing may occur when a company attempts to emphasise sustainable aspects of a product to overshadow the company’s involvement in environmentally damaging practices. It is the main reason stricter regulations were imposed globally to wipe out this phenomenon which has placed a shadow over genuine attempts to transition to a green and fair economy and revert the catastrophic effects of the climate crisis.

On the other hand, sustainability marketing/communication, when done right, can boost a brand’s reputation and provide an edge over competitors. During this short course, we will attempt to unlock this phenomenon through a number of case studies, review efforts to eliminate it and effectively jump-start sustainability marketing/communication efforts.

ΣΚΟΠΟΣ ΣΕΜΙΝΑΡΙΟΥ

By the end of the programme, participants will be able to:

• Define greenwashing
• Identify Greenwashing in business communication
• Discern obvious and concealed indications of greenwashing
• Describe the impact greenwashing can have on a business
• Distinguish between good and bad green marketing practices
• Suggest improvements to avoid greenwashing
• Encourage their workplace to apply responsible green marketing practices

ΣΕ ΠΟΙΟΥΣ ΑΠΕΥΘΥΝΕΤΑΙ

This course is suitable for persons interested in ESG and Sustainability, and will be of particular benefit to those holding positions in the following fields:

• Compliance officers and managers
• ESG & Sustainability Officers who wish to stay up to date with developments in the field
• Company executives from various departments who have been assigned the task of contributing towards their organisation’s Sustainability Report, strategy and plan and wish to have a better understanding of the field
• Business consultants / strategists
• Professionals interested in ESG and Sustainability regulations and policies

ΠΕΡΙΣΣΟΤΕΡΕΣ ΠΛΗΡΟΦΟΡΙΕΣ

Training Outline

Greenwashing explained

• What it is
• Why and how it occurs

What are the negative effects of greenwashing

How to avoid greenwashing

• The difference between greenwashing and green marketing
• New regulations, standards, certifications and transparency

Sustainability Identity and Effective Marketing

• Sustainability Marketing Principles
• Strategies for Purpose led Marketing
• Responsible communication practices

Training Style

The programme is designed to deliver knowledge and insights regarding good and bad Sustainability communication practices. Focused on identifying and resolving bad practices/greenwashing, the course will strive to enhance participants’ skills and knowledge via group discussions, case studies review, individual and group exercises, small lectures supported by power-point presentations and practical examples. The training style is both training-focused, involving a combination of presentation and real-live examples, but also learner-focused, where participants are encouraged to raise questions, seek clarifications and share their opinions from their different perspectives and engage in an exchange of views and personal professional experiences.

CPD Recognition

This programme may count towards a person’s Continual Professional Development (CPD) requirements (up to 3 CPD Units). Eligibility criteria and CPD Units are verified directly by your association, regulator or other bodies which you hold membership.

In-house Training

For groups within the same organisation, this course may be customized to meet any specific needs and delivered in-house.