Edition .04:
Are Greenwashing or Greenhushing really the only options?

“Greenwashing” has become part of the modern vernacular. The business urge to jump on the “trend” of sustainability has meant that many have overstated or rushed into communications on their environmental credentials. In fact, a 2020 study by the EU found that a whopping 53% of green claims were “vague, misleading or unfounded” – and this is arguable to most forward-thinking regions in the world, when it comes to sustainability.

But stakeholders will not stand for it. Rising consumer awareness, cancel- or call-out-culture, increasing NGO and activist attacks, and stronger regulation (climate change litigation doubled worldwide since 2015) have all combined to make sustainability communications a reputational minefield for brands and businesses.

It sounds scary – it IS scary. So, businesses should hunker down and avoid the limelight – embrace “silent sustainability” and confine communications on the topic to sustainability reports and mandatory disclosures. Right?

Tom Dockar-Drysdale
Associate Director, Sustainability & Purpose, Corporate Reputation
Tom.Drysdale@Ketchum.com

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The Work

Playground Special Olympics

  • On June 13th, Germany’s market organised the so-called “Playground Special Olympics” within the P&G CSR initiative “Stück zum Glück”. Together with key client REWE and nonprofit organization Aktion Mensch, we drove awareness and relevance for the important topic of inclusion in the context of P&G’s sponsorship of the Special Olympics World Games Berlin 2023. ​

    ​The event took place in Berlin at an inclusive playground that was funded by Stück zum Glück. 70 children between the age of 4-8, with and without disabilities, were invited to take part in the games. In addition to the project partners of REWE, Special Olympics and Aktion Mensch, several influencers such as the YouTuber Leeroy Matata and media took part, leading to outstanding social media content and TV coverage.​

    ​With 11.93 MM earned PR impressions the event not only delivered against the key KPIs but had a strong impact on the relation to our client REWE.

The #Daretobe UK Launch event

  • On 24th May 2023, Ketchum UK hosted a Head & Shoulders #DareToBare Exhibition in Mayfair, London, to unveil the brand’s latest innovation, Bare.

    Attendees joined an exhibition-style event, featuring three different zones to experience the Bare range for the very first time; The Bare Exhibition Zone with a hologram of the new Bare bottle, the #DaretoBare Walkway, which captured the inspiration behind the creation of Bare, and the Scientific Immersion Room, which showcased the science credentials behind the range.

    Top-tier beauty media, influencers and Boots were amongst the attendees eager to learn more about Head & Shoulders’ latest innovation.

    The day aimed to bring to life the benefits of the Bare range in an engaging format, spotlighting the range as an extension of the core range for consumers looking for a minimal ingredient product, alongside next-level formulation and packaging innovations – aiming to generate coverage on socials and in top tier publications.

P&G inaugurates expansion of its factory in Seropedica

  • P&G recently inaugurated the new facilities of its factory in Seropédica, Rio de Janeiro. This significant expansion involved an investment of R$600 million – the largest made by the company in Brazil over the past 5 years. The expansion project created 1,200 job opportunities, underscoring P&G’s dedication to sustainability and strong alignment with the principles of Industry 4.0.

    The inauguration event took place in June and received exclusive coverage from one of Brazil’s most widely circulated and prestigious newspapers, O Globo. This newspaper boasts a media reach of 2.4 million readers, 40.8 million website visitors, and a combined 15.7 million followers on social media platforms. The coverage underscores the significance of P&G’s contributions to the region.

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