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Greenwashing has been around for some years now. Corporations were not slow to realize that re-branding their products as “green” was a quicker, and much cheaper way to hold on to consumer loyalties than going the arduous, more expensive route of actually making their products better for the environment. Yet perhaps the allure of greenwashing has started to fade — entrepreneurs and marketing types are flocking to adopt the new buzzword “sharing” for their products, regardless of whether these involve any actual sharing per se.
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