The Sustainability Challenge Is Complex. Is Ecolabelling the Answer or Just Another Greenwashing Tool?
No one will disagree that today’s customer is empowered like never before. With social media and other connectivity, they are able to acquire more detailed information about brands, products and services in order to make smarter decisions; everything is just a few clicks away. Any green-washing or eco-washing can last only for a few clicks. Customers can access new knowledge about the behavior of companies and can more readily question and challenge this behavior.