We’ll explore the fine line between authentic corporate social responsibility and greenwashing, as well as the influence of greenfluencers and fakeluencers.
Participants will learn about the role of media and social networks in addressing greenwashing and discover best practices for effectively communicating green initiatives. In the practical segment, we will analyze notable global examples of greenwashing, discuss their consequences, and engage in an interactive activity where attendees evaluate campaigns to distinguish between genuine efforts and promotional stunts. This will be followed by an engaging discussion facilitated by THE GREEN HUB.
Through theoretical insights and practical examples, in collaboration with educators from THE GREEN HUB (Marija Margareta Klika and Tihana Veljačić), we will explore:
What is greenwashing and how to recognize it?
Why is it important to communicate green initiatives correctly?
How does greenwashing affect public trust and organizational operations?
The workshop is intended for media representatives, as well as anyone interested in sustainability, corporate social responsibility, marketing, and communications.