Greenwash | Article

"Now that sustainability can act as a differentiator between mainstream brands, encourage loyalty and change people's perceptions, it seems retailers are seizing every opportunity to add green to the shop front. But how much of this is driven by genuinely held, corporate and brand values and how much is simply well crafted marketing and PR spin?"

An informative and thought provoking article, written following extensive research into green marketing strategies and the increased importance of CSR within corporations.

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An abridged version of the essay was published in the Made in Brunel directory in June 2008.