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Accidental greenwashing – Chacho Puebla on the launch of his anti-greenwashing course
Chacho Puebla emphasizes the importance of sustainability literacy in design and branding, particularly in light of new EU penalties for greenwashing. Brands must ensure that their sustainability claims are genuine to avoid misleading consumers and facing potential repercussions, making transparency and authenticity crucial components of brand strategy.
Design Week: With new European Union greenwashing penalties now taking effect and high-profile brand claims coming under scrutiny, advertising veteran turned sustainability consultant Chacho Puebla argues that designers are inadvertently misleading consumers. Here, he shares with us his journey from agency executive to impact consultant, and explains why sustainability literacy must become a core creative skill.
The article addresses a significant issue in branding related to sustainability and greenwashing, which is increasingly relevant due to regulatory changes, making it impactful and relevant for brand strategy professionals, though the concept of sustainability literacy is not entirely new.
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