Written by: Frans Peter Dechering maandag 15 maart 2010
Duurzaamheid jargon van de toekomst? Green washing: Deze term is bekend. Een enigszind duurzaam aspect van een product wordt uitvergroot in de marketing-communicatie. Dit vindt plaats zonder goede verankering in de strategie. Beetje window dressing zogezegd. Black washing: Het is een soort tegenstroom van duurzame claims. Voorbeeld is "tegen testen op dieren". Pink washing: Dromen op een grote roze wolk, veel bevlogenheid, ook hier weer een kleine claim sterk uitvergroten en weinig realisme. Geen window dressing maar een overdosis opportunisme.
Duurzaamheid jargon van de toekomst?
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Re: Green, black & pink washing
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