Companies today face increasing sustainability expectations from a wide range of stakeholders, including customers, owners, partners, financiers, and employees. Simultaneously, tightening EU regulations are reshaping how companies can communicate their sustainability efforts.
The term 'sustainability' has also become a significant challenge in marketing communications related to sustainable business. Many people are so disillusioned with purpose-driven hype that they've become skeptical of the entire concept, even if they still support the underlying goals.
How did this happen?
There exists a gap between the actual sustainability actions of companies and the messages they communicate. We are living in a time where both greenwashing and greenhushing are prevalent.
The new book “Greenwashing Economy” by our CEO Riku Vassinen and communications consultant Antti Isokangas aims to bridge this gap. The book is currently available in Finnish, with an English edition expected in 2025.
In the picture Riku and Antti discussing about the book in “Huomenta Suomi” morning show
