Authenticity
Apr 21st, 2008 by ethicalimpact
For me one of the great struggles is to discern the real from the want’a be. Many try for authenticity, but few actually seem to have it. My recent Enlightened Business radio show on Brands and Sustainability was addressing this issue from the perspective of marketing “green” businesses. Companies trying to get on the bandwagon muddy the waters with their claims. They use language that is misunderstood by consumers as suggesting ‘green’ and ‘natural’ and even ‘local’ when they are really no such thing.
Multi-Nationals are trying to argue that they are ‘in the neighborhood’ so buying from them reduces carbon and makes them ‘local.’
Such tactics put a lot of responsibility on the consumer. There needs to pushback from consumers who are outraged by this flagrant undermining of reality.
