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The Greenwash Brigade

Tech Soup Blog

Greenwashing is the practice of making false environmental claims. They have recently published Greenwashes of the Year 2008 and here are some of their findings: Fiji Water's new green campaign. Greenwash Brigade member Heidi Siegelbaum found that Fiji Water's 'Every Drop is Green' claim to be prime greenwashing. To ship their bottles of water to Los Angeles (the closest Fiji Water destination point in the US) it is 5,500 miles per trip.

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How to Win the Story Wars


Sachs highlighted the example of the Fiji Green marketing campaign, where consumers quickly learned that Fuji’s practices weren’t "green" at all. Be honest, does your nonprofit spend time and resources on crafting a good story to share with your supporters? If you are shaking your head no, you are not alone. Most nonprofits spend their time trying to persuade people with facts.

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