A place in the sun on one of those ‘Best and Kindest and We don’t Suck at All’ lists
BizCommunity.com just published a story of mine relating how Samsung was caught out green washing its environmental credentials. The final, slightly more colourful, unedited paragraph of the story is republished here:
Going green, being sustainable, being a good corporate citizen. Today corporations attempt to present themselves as all these. A couple of grand will get you onto those “Best and Kindest and We don’t Suck at All” lists or those “Most Admired and WOW we gave ten grand to an orphanage gosh” lists. It could even get you onto those “Top Most Lovely and Incredible and Awesome” lists or those “This is NOT about the Marketing Directors Ego” lists. In truth it seems it is often business as usual for most large organisations. How long clever marketing campaigns will allow companies to go on pretending is an open question. The Internet and social media means closer examination of these messages by consumers. If you get caught good luck rebuilding your ‘green’ reputation.
Because sometimes less is less fun. Yeah.