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According to an Accenture study, 72% of consumers are buying more sustainable products than they were five years ago and more than half are even willing to pay more for them. So it’s no surprise that brands from small independents to the high street are trying to attract customers by calling their products green, eco-conscious or environmentally friendly.

You are probably already familiar with greenwash, which happens when businesses market themselves as eco-friendly without proven facts behind their claims.Many brands and retailers market themselves as eco-friendly and socially responsible when they are not. This is called greenwash and bluewash and serves to appeal to conscious consumers. Bluewashing is deceptive marketing used to make you believe a company is better and more ethical than it is. The UNGC is a non-binding pact, which is important. It means that it actually has very little power as an organisation. Instead, they “encourage” companies to follow their principles, rather than enforce them, and refer to their principles as “framework” rather than rules.

Conscious consumers want to support and buy from companies they believe in. Businesses and organizations have to use accurate communication to remain credible. We hiked this trail in March and had an absolutely amazing time. From waterfalls and streams to Gila Monsters and Rattlesnakes, this trail has it all. Driving to the Trailhead Mattera, Marina; Alba Ruiz-Morales, Carmen (2020-01-01). "UNGC principles and SDGs: perception and business implementation". Marketing Intelligence & Planning. 39 (2): 249–264. doi: 10.1108/MIP-08-2018-0319. ISSN 0263-4503. S2CID 225361390. Find sources: "Bluewashing"– news · newspapers · books · scholar · JSTOR ( May 2021) ( Learn how and when to remove this template message)Floridi, Luciano (2019-06-01). "Translating Principles into Practices of Digital Ethics: Five Risks of Being Unethical". Philosophy & Technology. 32 (2): 185–193. doi: 10.1007/s13347-019-00354-x. ISSN 2210-5441. General bluewashing – claiming that their clothes are ethically made when actually the company shirks their social responsibilities. Eventually, as you follow the water streams, you’ll find a small waterfall and probably several families with youngsters and puppies. As citizens, we have the right to know more about what we’re buying. The best way for brands to take responsibility is to ask them questions and expect more precise information. Vinzenz, Friederike; Priskin, Julianna; Wirth, Werner; Ponnapureddy, Sindhuri; Ohnmacht, Timo (2019-11-02). "Marketing sustainable tourism: the role of value orientation, well-being and credibility". Journal of Sustainable Tourism. 27 (11): 1663–1685. doi: 10.1080/09669582.2019.1650750. ISSN 0966-9582. S2CID 203176834.