HomeResearch & Knowledgeback to HomeSustainabilityback to Research & KnowledgeDistinguishing greening from greenwashing (Mini case)back to Sustainability

Case Study

Distinguishing greening from greenwashing (Mini case)

By Knut Bjarne Haanaes and Lisa Simone Duke

3 pages

May 2020

Order this case study

Reference: IMD-7-2196

This case explores the phenomenon of ‘greenwashing’ and how many companies communicate that they are serious about sustainability but how, in reality, they are less green than they actually are. The case challenges students to think about who we can trust and whether ‘credible signals’ could help to distinguishing those who are ‘greening’ from those who are ‘greenwashing’. The case illustrates with sustainability announcements and asks how can you validate credible claims from those that aren’t?

Learning Objective

How can we distinguish statements that are ‘green’ and sustainable from those that are simply ‘greenwashing’?

Keywords

Sustainability, Greenwashing, Greening, Signalling Theory, Business, Society, Business-Society Collaboration

Settings

World/global
2020

Type

Published Sources

Available Languages

English

IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]

IMD retains all proprietary interests in its case studies and notes. Without prior written permission, IMD cases and notes may not be reproduced, used, translated, included in books or other publications, distributed in any form or by any means, stored in a database or in other retrieval systems. For additional copyright information related to case studies, please contact Case Services.

Contact

Research Information & Knowledge Hub for additional information on IMD publications

This case study is part of a series

Addressing the Covid-19 crisis: The CEO agenda (Mini case)
Climate change: How fast can change happen? (Mini case)
Distinguishing greening from greenwashing (Mini case)
Friedman meets Freeman – Who got it right on the future of capitalism? (Revised) (Mini Case)
From crisis to the new normal (Mini case)
Looking back from 2030: We turned the corner on climate - How did we get here? (Revised) (Mini case)

This case study is part of a series

Addressing the Covid-19 crisis: The CEO agenda (Mini case)
Climate change: How fast can change happen? (Mini case)
Distinguishing greening from greenwashing (Mini case)
Friedman meets Freeman – Who got it right on the future of capitalism? (Revised) (Mini Case)
From crisis to the new normal (Mini case)
Looking back from 2030: We turned the corner on climate - How did we get here? (Revised) (Mini case)

Keep reading

Video

Sustainable Transformation - Strategy - Leadership

Aligning purpose with profit, fostering innovation, and building resilience can transform sustainability challenges into business opportunities.

Sustainability

By Julia Binder and Knut Haanaes

in I by IMD

Article

How Natura &Co and other eco-pioneers sowed the seeds of positive change

The Brazilian cosmetics company works with Amazonian communities to promote sustainable business practices. Respecting nature, upholding communities as key stakeholders, addressing social issues, and focusing on results are essential components of...

Sustainability

By Robert Chatwin and Sophie Bacq

in I by IMD

Article

Business and Science - Partners for sustainability

Business sustainability can be promoted by reconciling corporate objectives with scientific insights.

Sustainability

By Amanda Williams, John N. Parker, Steve Kennedy and Gail Whiteman

in I by IMD

Article

Business and Science - Partners for sustainability

Science-based approaches to sustainability are on the rise as firms seek to build strategies that align with the planetary boundaries. But how can scientists and businesses see eye to eye?

Sustainability

By Amanda Williams, John N. Parker, Steve Kennedy and Gail Whiteman

in I by IMD

15 January 2025

Report

Lead the change: Pushing past roadblocks to drive sustainable business transformation in Europe

In today’s rapidly changing world, the urgency to maintain focus on sustainability has never been greater. While the triple planetary crisis of climate change, biodiversity loss, and pollution demands immediate action, new challenges such as geopo...

Sustainability Business Transformation Innovation Leadership

By Julia Katharina Binder, Mahwesh Khan, Esther Salvi, Divya Bhatia, Florent Andrillon, Juliette De Maupeou and Liza Garay de Vaubernier

10 January 2025

Article

Eliminating roadblocks to sustainable business transformation

Companies need clear guidance to achieve sustainable business transformation. A practical roadmap identifying drivers for effective change can make success more likely.

Strategy Sustainability

By Julia Katharina Binder

in I by IMD

10 January 2025

Article

Use head, heart, and hands to lead sustainable transformation

Effective leadership, a clear narrative, and a shared vision are vital ingredients for bringing lasting change.

Leadership Sustainability

By Julia Katharina Binder and Knut Bjarne Haanaes

in I by IMD

3 January 2025

Article

Sustainability trends businesses must watch in 2025

From competition for green talent to a shift to scale sustainability initiatives and reframe them as tools to drive customer value, IMD experts outline the top trends they see shaping corporate priorities over the next 12 months.

Sustainability

By Natalia Olynec, Frédéric Dalsace, Goutam Challagalla, Julia Katharina Binder, Sara Ratti, Florian Hoos, Knut Bjarne Haanaes, Peter Vogel, Amanda Williams, Adrian Dellecker, Heather Cairns-Lee, Vanina Farber, Patrick Reichert, Susan Goldsworthy, Sophie Bacq, Georgios Polychronopoulos, Karl Schmedders and Didier Cossin

in I by IMD

27 December 2024

Article

Here’s what we predicted for 2024… how did we do?

Did our predictions for 2024 come true, a turbulent election year, bitcoin and CBDC, COP29 and electric cars, China, EU integration and Euro football

Finance Future Readiness Geopolitics Strategy Sustainability

By Robert Hooijberg, Arturo Bris, David Bach, José Parra Moyano, Michael R. Wade, Julia Binder, Howard H. Yu, Simon J. Evenett, Alyson Meister, Salvatore Cantale and Stefan Michel

in I by IMD

Lead the change: Pushing past roadblocks to drive sustainable business transformation in Europe

By Julia Katharina Binder Mahwesh Khan Esther Salvi Divya Bhatia Florent Andrillon Juliette De Maupeou and Liza Garay de Vaubernier
10 January 2025

Summary

Available Languages English

Contact

Research Information & Knowledge Hub for additional information on IMD publications