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“All natural,” “eco-friendly” and “green” — we’ve seen it all before. Food, home goods and clothing companies have all jumped on the sustainable bandwagon, and it’s not just because of their undying devotion to the environment.

According to the 2019 Accenture Chemicals Global Consumer Sustainability Survey, more than half of consumers surveyed would pay more for sustainable (meaning recyclable or reusable) products. Turns out, there’s good money in going green.

But not every company is genuine in its pursuits of a cleaner planet or more equitable society. And making false or misleading claims about “greenness” can affect investor trust.

What is greenwashing?

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