Greenwashing Isn't Working

Even greenwashing doesn't seem to be cutting through.

Republic of Everyone recently released some fascinating stats based on a survey of Australian consumers. One of the most interesting to me was 75% can't name a single brand they think is doing good.

That means two things:

• Brands actually doing good have to push even harder with a message that truly resonates, not more scare-the-crap-out-of-people doom and gloom.

• All that money spent on slick greenwashing isn't having the desired effect (thank goodness).