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“Green Blushing”: Companies Think Twice About Publicizing Sustainability Initiatives

May 17, 2010: 03:56 AM EST
Growing environmental concern is causing many companies to embark on green initiatives but many are reluctant to publicize their sustainability projects, an unwillingness media has labeled “green blushing” (the opposite of “green washing”). Michael Dunn, director of OgilvyEarth at Ogilvy Public Relations Worldwide says that these companies prefer to talk about their environmental initiatives once the details are in place, reducing the chance that they will be criticized by green groups. Joe Baladi, CEO of BrandAsian, believes that a company’s sustainability efforts are not closely coordinated with their communications group, hence the failure to publicize worthwhile causes. The key to publicizing these projects, he says, is to make sure that the right message reaches the public in a coordinated manner.
Asiya Bakht , "What are the benefits of hiding environmental initiatives aka ‘green blushing’?", Media.asia, May 17, 2010, © Haymarket Media Limited
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