Mark Coad tells agency staff how to call out client greenwashing

March 30, 2023 | Share this article

Are you brave enough to call out clients with a shaky relationship with the truth?

Advertisers and their agencies, faced with consumer demand businesses to be sustainable, must keep a close eye on the accuracy of claims to avoid greenwashing, marketing spin which deceptively persuades the public that a business is environmentally friendly when it is not.
Mark Coad, chief executive officer at IPG Mediabrands, Australia, said media companies should be equipping staff with the tools and knowledge to have tough conversations about greenwashing.

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