Pricing
| Virtual: | £525.00 |
|---|---|
| Member Virtual: | Log in for prices |
Full board accommodation is only included on residential courses at Moor Hall, Berkshire.
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Virtual
New
Overview
As the importance of genuine and transformational actions on the environmental crisis is increasingly seen as critical, the role of marketing in engaging consumers on this topic comes under more scrutiny. Authenticity and transparency in sustainability communications is imperative in the field of marketing however greenwashing has increasingly been an issue for the sector. Greenwashing carries significant consequences, including reputational damage, erosion of consumer trust, and now legal implications as regulatory bodies tighten their scrutiny over deceptive marketing practices.
This one-day course is designed to equip marketers with the knowledge and skills necessary to navigate the challenges posed by greenwashing practices and comply with emerging anti-greenwashing regulations. The course goes beyond mere compliance, aiming to empower you to communicate sustainability in a manner that is both credible and impactful.
Who should attend?
This course is designed for marketers who are committed to navigating the challenges of sustainability communication and greenwashing risks. Whether you are responsible for developing marketing campaigns, managing brand reputation, or communicating the progress of your sustainability initiatives within your organisation, this course will provide you with the knowledge and tools needed to communicate sustainability effectively and avoid the pitfalls of greenwashing. By attending this course, you will enhance your ability to steer clear of greenwashing, ensuring that your marketing efforts align with genuine sustainability principles.
Learning outcomes
- How to recognise greenwashing, gaining a comprehensive understanding of indicative practices, tactics and potential causes
- Evaluate the risks and consequences associated with greenwashing practices, including reputational damage, loss of consumer trust and potential legal ramifications
- Understand the regulatory developments concerning sustainability claims and how to ensure compliance
- Analyse real-life examples of greenwashing to enhance recognition and deepen comprehension, enabling you to identify misleading tactics more effectively
- Learn how to identify, evaluate and substantiate environmental claims to avoid deceptive greenwashing practices
- Apply a set of practical tools to ensure your marketing messaging remains authentic and compliant with the emerging marketing claims regulations
- Explore effective approaches to communicate sustainability that resonate with your target audience, inspiring trust, and promoting genuine engagement
Course Director
Marina Bradford
Marina is a founder of a B Corp certified impact consultancy, mentor for a number of sustainability accelerators, experienced consultant and educator with international cross-industry experience. Marina has worked with organisations across infrastructure, consumer goods, cosmetics, food & drinks, tourism, professional services and public sector and international development. Marina's strength is in simplifying complexity and “connecting the dots” to help engage stakeholders across all levels to deliver collaborative problem solving and impactful solutions. She has worked in and across 20+ countries supporting organisations to transition to more sustainable, restorative and distributive practices and is passionate about catalysing change through empowering individual and organisational action.
