Advertising Marketing In-Depth
Vinita Bhatia
Jul 09, 2025

Green isn’t a colour — it’s a claim you prove

As eco-fatigue sets in, brands faking green credentials risk losing more than trust — they risk losing the plot entirely.

As sustainability moves from a buzzword to a baseline expectation, the risk of greenwashing is no longer limited to consumer backlash—it is a strategic liability.

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