Canon Stumbles in Green Product Campaign in Asia

Greenwashing apparently knows no boundaries, either geographically or by industry. For example, Korean supermarket aisles boast products touting their “well-being” attributes, without explaining how they could possibly make anyone well. The Shanghai Expo touts its green activities, as if all that frenzied construction could somehow be offset or mitigated. The electronics manufacturer Canon has launched an ambitious green marketing program in Asia, which is smart marketing because consumers in the Pacific Rim region are becoming more aware of environmental, social, and governance (ESG) issues.

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