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  • Is ‘going green’ really always a good idea?
  • Is ‘going green’ really always a good idea?
    Cafédirect (2014) ©
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Why brands shouldn't talk about values

Over the last decade, brands have made a real effort to ‘go green’ – and they expect a positive response. But a study by Yale suggests that people are actually less likely to buy if the environmental benefit seems intentional. So how should a brand demonstrate its green credentials?

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Over the last decade, brands have made a real effort to shift towards greenness, sustainable behaviours and consistent CSR. Socially responsible investment, for instance, has become a $13 trillion global industry. [1] In return for their actions, these brands are expecting a positive response from consumers. But a study performed by a group of Yale University scientists suggests that this isn’t always the case. In fact, people are actually less likely to purchase products if the environmental benefit is perceived as intentional. [2]

Understanding how to adopt and communicate socially responsible actions ...

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