Book Review: Greenwash

greenwashGuy Pearse. Greenwash: Big Brands and Carbon Scams. Melbourne, Australia: Black, Inc., 2012. 282 pp. $29.99 (paperback). ISBN 13: 978-1863955751

Read the review by Robin Canniford, University of Melbourne, Melbourne, Australia, published in the Journal of Macromarketing:

What role does marketing play in the alteration of climate and the destruction of ecosystems? A central one according to Guy Pearse whose 2012 book, Greenwash: Big Brands and Carbon Scams , exposes the spin, scams, and marketing plans by which multinational companies convince consumers that their prod- ucts are fighting the good fight against carbon emissions. Pearse has spent some years colleJMMK_new C1 template.inddcting adverts and comparing industry claims to carbon neutrality against measures of environmental performances. The results of these endeavors will be of little surprise to readers of the Journal of Macromarket- ing : companies’ production, investment, and growth figures rarely tally with the promises made by advertising campaigns. More shocking, however, is the scale of the green branding swindle, and the means by which companies portray products and services as eco-friendly consumer solutions to our planetary path of destruction.

Click here to read more in the Journal of Macromarketing.

This entry was posted in Environmental and Social Issues, Macromarketing and tagged , , by Cynthia Nalevanko, Senior Editor, SAGE Publishing. Bookmark the permalink.

About Cynthia Nalevanko, Senior Editor, SAGE Publishing

Founded in 1965, SAGE is the world’s leading independent academic and professional publisher. Known for our commitment to quality and innovation, SAGE has helped inform and educate a global community of scholars, practitioners, researchers, and students across a broad range of subject areas. With over 1500 employees globally from principal offices in Los Angeles, London, New Delhi, Singapore, Washington DC, and Melburne, our publishing program includes more than 1000 journals and over 900 books, reference works and databases a year in business, humanities, social sciences, science, technology and medicine. Believing passionately that engaged scholarship lies at the heart of any healthy society and that education is intrinsically valuable, SAGE aims to be the world’s leading independent academic and professional publisher. This means playing a creative role in society by disseminating teaching and research on a global scale, the cornerstones of which are good, long-term relationships, a focus on our markets, and an ability to combine quality and innovation. Leading authors, editors and societies should feel that SAGE is their natural home: we believe in meeting the range of their needs, and in publishing the best of their work. We are a growing company, and our financial success comes from thinking creatively about our markets and actively responding to the needs of our customers.

One thought on “Book Review: Greenwash

  1. Excellent book. One might almost say that the “green branding swindle” is akin to climate change denial by the back door – even more hideous. A must read for all management, business and marketing students, and also the public at large.

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