Greenwashing: Its Negative Effects and How to Avoid Falling In The Trap
- Ενέργεια/ Α.Π.Ε./ Περιβάλλον - Τουρισμός/ Ξενοδοχεία/ Τρόφιμα
Αγγλικά
3 ώρες
(
1 ημέρα
)
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.
Πληροφορίες Εκπαιδευτή
Ειρήνη Λουκαΐδου - Managing Director at Grow Sustainability Consulting
Irene is a social impact strategist leveraging 20 years + of experience having held leadership positions in organisations from various industries such as advertising, NGO/fundraising & marketing/ PR having used CSR and Sustainable Development disciplines in both the business and civil society sectors. Irene is the founder and Managing Director of Grow Sustainability Consulting where she assists organisations create shared value through positive environmental and social impact. With a strategic mindset, she contributes in formulating organisations' ESG Strategy and action plans using clearly defined KPI’s with the guidelines of Internationally acknowledged regulations, frameworks and initiatives, the composition of Corporate Sustainability Reports (she is certified in using the GRI standards), Sustainability Benchmarking and Assessment, Materiality Analysis, ESG Risk Management, Stakeholder engagement and purpose-led marketing advisory.
Last but not least, she is a certified professional trainer in providing sustainability training. She regularly speaks at conferences and writes articles in the field of Sustainability and ESG. Irene is also Chairwoman of Grow Maritime, a subsidiary of Grow Sustainability Consulting, that specialises in ESG Advisory services directed at the Shipping and Maritime sector and a member of the CSR committee of the Cyprus Chamber of Shipping. She has also been appointed as a Board Member of the 2025 FIBA Eurobasket Organizing Committee leading the ESG sub-committee and advising on how to make the tournament as sustainable as possible. In her position as Head of Communication for the Louis Group she served as Head of the Louis Group’s Sustainability Committee reporting to the Board of Directors and responsible for putting together the annual Sustainability report. From that same position she has been responsible for marketing 27 hotel units and 9 restaurants in various markets such as the UK, Germany, Russia and Israel including the digital marketing strategy (25+ websites, 70+ social media channels, google ads, SEO). She has led various digital transformation projects and employee wellness programs, acted as the Group’s spokesperson and led its Crisis management unit.
She also coordinated the Group’s Public Relations activities and other publicity. During her time at The Cyprus Anticancer Society as Head of Communication & PR she developed the Society’s communication strategy and action plan identifying areas for growth and at the same time she developed, implemented, promoted and evaluated fundraising and advocacy campaigns at a national level. She managed the Society’s press office, helped develop the Society’s data management system to build on stakeholder relations and managed the Society’s volunteer network to support the Society’s functions mainly with regards to fundraising. Irene worked closely with partners such as corporate sponsors, Ministries, Medical centres, universities and other stakeholders enhancing their engagement with the Cyprus Anticancer Society. At Telia&Pavla BBDO where she spent 13 years of her career, she acted as the agency’s Strategic Planner for clients in a wide variety of business industries such as the financial sector, telecoms, public affairs, education, FMCG’s etc.
Αναλυτικό Κόστος Σεμιναρίου
- € 150.00
- € 0.00
- € 28.50
- € 150.00
ΠΡΟΓΡΑΜΜΑ ΣΕΜΙΝΑΡΙΟΥ
Πέμπτη - 18 Μαΐου 2023
Ώρα
09:00 - 12:15
ΕΚΠΑΙΔΕΥΤΗΣ:
Ειρήνη ΛουκαΐδουΤοποθεσία:
OnLine Virtual Classroom
Εκδήλωση Ενδιαφέροντος : Greenwashing: Its Negative Effects and How to Avoid Falling In The Trap
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