Bloggers, Consumers Quick to Spot Greenwashing: Report

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NEW YORK, N.Y. -- Greenwash doesn't fly with consumers and bloggers, and can set tongues wagging online, according to a new report.

"Sustainability through the Eyes and Megaphones of the
Blogosphere," from Nielsen Online, suggests that the blogosphere can be
treacherous territory when it comes to the announcements of corporate
green initiatives.

The report called greenwash a "failed corporate strategy."

"When it comes to the environment, consumer are insisting on both
transparency and consistency from the corporations they patronize,"
said Jessica Hogue, research director of Nielsen Online. "Consumer
support depends on action as well as perceived sincerity and
commitment."

Contradictory actions was the top online discussion topic, followed
by actions that were incongruous with company or its history and false
or misleading comments.

This comes at a time when the concept of climate change is being
supplants in popularity with the buzzword "sustainability." The online
buzz around the broader concept of sustainability grew 50 percent last
year, the report found.

"As in many sectors, consumers are becoming increasingly vocal
online about the issue of sustainability," Hogue said. "Blogger
attention to related issues like pollution, toxins and sustainable
agriculture reveal an important intersection between personal health
and environmental wellness."

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