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The Greenwash Brigade

Tech Soup Blog

Greenwashing is the practice of making false environmental claims. The Greenwash Brigade is a part of American Public Media's Public Insight Network , which is a network of more than 70,000 self nominated people across the world with particular areas of expertise who volunteer to fact check public radio news stories. They have recently published Greenwashes of the Year 2008 and here are some of their findings: Fiji Water's new green campaign.

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How to Win the Story Wars


Most nonprofits spend their time trying to persuade people with facts. Sachs highlighted the example of the Fiji Green marketing campaign, where consumers quickly learned that Fuji’s practices weren’t "green" at all. You want people to listen and become part of your stories. People want to know what are the values of the brand that they are going to become involved with. People like to hear stories of unlikely heroes healing the world.

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