NIM INSIGHTS Research Magazine VOL. 4

At a time when environmental awareness is not just a preference but a necessity, the distinction between genuine sustainability efforts and mere green veneer is becoming increasingly important. This issue of NIM INSIGHTS—“Greenacting vs. Greenwashing”—delves into this crucial topic and provides a comprehensive and insightful perspective on authentic environmental responsibility.

We examine the phenomenon of greenwashing and provide insights into how it affects consumer trust and market dynamics. We also present research and strategies that highlight the role of marketing in guiding consumers toward truly green choices.

To highlight this topic, we also offer an engaging dialogue with a leading sustainable brand, Fairphone, which provides a real-world perspective on the challenges and successes of true sustainability.

Join us on the winding road from greenwashing to greenacting and support a shift toward honest and environmentally conscious business practices.

With this issue, we aim to provide you with new food for thought through exciting insights, spark ideas, and perhaps even strengthen the collective commitment to real sustainability efforts, aka greenacting.

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Article overview

2024-10

A new generation of leaders fosters sustainable practices and greater transparency – Environmental commitment beyond "business as usual".

2024-10

Measuring consumers’ perceptions of a brand’s purpose is crucial for brand management in an increasingly environmentally conscious world.

2024-10

Frustrating purchases waste resources and harm the environment. How can we take the right steps to avoid buying the wrong items?

2024-10

Have we seen the end of “all-natural”? Is the advertising climate too hostile for the term “environmentally friendly”? We take a closer look