Adam Werbach on the Burst of the Green Bubble (Part Two)
Image via Saatchi and Saatchi S
Greenwashing, says Adam Werbach, has run its course and is on the verge of finally dying off. This message comes from the citadel of green marketing, Saatchi & Saatchi S, of which Werbach is now chief. The death of greenwashing comes with the rise of radical transparency: "either your become transparent or transparency will be done to you," says Werbach in our interview. This is the theme of his new book, Strategy for Sustainability, Building Sustainable Businesses in Turbulent Times. He dissects this and more in the second part of our conversation.
You can find part one of our interview with Adam here.