the brand's new clothes

Another cartoon on the theme of greenwashing.  I came across this article in Ad Age about companies getting caught by consumers committing "green murder".  It talked about marketers putting out "green briefs" to agencies to find something worth talking about their environmental impacts without actually changing anything. 

In this rush to reposition everyday brands as environmentally-friendly, there seems to be collective amnesia of the inconsistencies in the story.  And by being so vocal (particularly as a johnny-come-lately), these brands are actually quite naked and exposed.  It's only a matter of time before a consumer calls out, "but he has nothing on."

Since there are no perfectly sustainable businesses, we're all a bit naked and exposed on this.  I think the only way is come across with honesty and humility and an open recognition that it's about progress, not perfection.