Sustainability is a hot topic in business, but not every green claim is what it seems.
Sustainability is becoming more important in International Business. Some companies create real change, while others focus more on marketing their “green image” without true impact (this is known as greenwashing). To understand these concepts, let’s look at an example of greenwashing in the fashion industry. Many brands claim to offer sustainable clothing collections, but these often represent only a small part of their production while the majority remains unsustainable.
In this assignment, you will search for your own examples to analyze. Be thorough in your research—do not rely on just any random article or source. Fact-check the information you find to ensure its reliability. Examples from the world of International Business are preferred, but a strong example of greenwashing from daily life is also acceptable.
Read about this issue in the NPO Radio 1 article 🇳🇱 to better understand greenwashing.
In this assignment, you will:
- Come up with and analyze an impactful sustainability concept and explain why it is successful.
- Come up with and analyze an example of greenwashing and explain why it is misleading.
- Reflect on the differences between these two examples.
