{"product_id":"from-greenwash-to-green-trust-9781503645578","title":"From Greenwash to Green Trust","description":"\u003cp\u003e\u003cb\u003eLeading experts on greenwashing offer a playbook for achieving competitive advantage by combatting misleading claims and building trust.\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003e  Greenwashing has reached epidemic proportions, and consumer confidence in business sustainability commitments is falling. Those most affected by greenwashing are genuine green firms, and companies truly committed to sustainability goals can find it hard to communicate their commitments and distinguish themselves in this sea of greenwash. These companies need to confront their rivals head on to win the trust of stakeholders. \u003ci\u003eFrom Greenwash to Green Trust\u003c\/i\u003e offers a new paradigm for how to gain and maintain competitive advantage in a world of exaggerated green claims.  \u003c\/p\u003e\u003cp\u003e  Building on more than a decade of research on greenwashing, Tom Lyon and Wren Montgomery offer a three-step approach for companies determined to rise above their greenwashing competitors:\u003c\/p\u003e\u003cp\u003e  \u003c\/p\u003e\u003cul\u003e\n\u003cp\u003e  \u003c\/p\u003e\n\u003cli\u003e\n\u003cb\u003eUnderstand why trust has been broken\u003c\/b\u003e: First, learn how greenwashing works, and hurts, in today's world.\u003c\/li\u003e\n\u003cp\u003e  \u003c\/p\u003e\n\u003cli\u003e\n\u003cb\u003eBuild trust\u003c\/b\u003e: Then, look in the mirror, acknowledge your own shortcomings, and substantiate your company's commitment to sustainability goals.\u003c\/li\u003e\n\u003cp\u003e  \u003c\/p\u003e\n\u003cli\u003e\n\u003cb\u003eLeverage trust\u003c\/b\u003e: Finally, create powerful relationships to outcompete greenwashers and turn integrity into lasting advantage.\u003c\/li\u003e\n\u003cp\u003e  \u003c\/p\u003e\n\u003c\/ul\u003e\u003cp\u003e  In the end, the message of \u003ci\u003eFrom Greenwash to Green Trust\u003c\/i\u003e is a positive one. While there are plenty of businesses doing the \"right\" thing on sustainability, with this novel strategic approach to beating greenwashing, businesses can center transparency and trust—to restore consumer confidence and support rapid growth.\u003c\/p\u003e","brand":"Thomas P. Lyon","offers":[{"title":"Default Title","offer_id":48308030931195,"sku":"9781503645578","price":30.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0779\/3917\/9771\/files\/CoreSourceHub_e9d091ee-7c4e-48ef-91c9-6f234b6d61ec.jpg?v=1775830701","url":"https:\/\/indiepubs.com\/products\/from-greenwash-to-green-trust-9781503645578","provider":"IndiePubs","version":"1.0","type":"link"}