Greenwashing vs. greenhushing: Como comunicar sustentabilidade sem prejudicar a marca?
Palavras-chave:
Greenwashing, Greenhushing, Reputação Corporativa, Comunicação Sustentável, ESG, SustentabilidadeResumo
Através do presente artigo será analisada a greenwashing e greenhushing. Estas duas práticas que influenciam a comunicação da sustentabilidade das marcas e colocam em causa a credibilidade das empresas. Enquanto o greenwashing faz referência ao ato de exagerar ou falsificar compromissos ambientais, o greenhushing tem por base a omissão de informações sustentáveis por receio de críticas públicas ou legais. A exploração dos impactos destes meios na perceção do consumidor e na reputação empresarial serão realizados através da pesquisa, bem como na escolha das melhores estratégias para comunicar com transparência. A metodologia contém revisão de literatura e análise de casos reais, de modo a permitir identificar diretrizes que sustentem uma comunicação sustentável credível. Conclui-se que as marcas devem ser capazes de conjugar a transparência em uniformidade com prudência, visando excessos que comprometam a confiança dos consumidores sejam evitados.
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