In this paper we examine definitions of ‘greenwashing’ and its different forms, developing a tool for assessing diverse ‘green’ claims made by various actors. Research shows that significant deception and misleading claims exist both in the regulated commercial sphere, as well as in the unregulated non-commercial sphere (e.g., governments, NGO partnerships, international pledges, etc.). Recently, serious concerns have been raised over rampant greenwashing, in particular with regard to rapidly emerging net zero commitments. The proposed framework we developed is the first actionable tool for analysing the quality and truthfulness of such claims. The framework has widespread and unique potential for highlighting efforts that seek to delay or distract real solutions that are urgently needed today to tackle multiple climate and environmental crises. In addition, we note how the framework may also assist in the development of practices and communication strategies that ultimately avoid greenwashing.
Market intermediaries such as location consultants, tourism promoters, and branding specialists exploit the symbolic value of national territories to promote economic development. Although these practices are often justified as a way to “level the global playing field” of market interactions, they typically achieve the opposite effect, reinforcing or creating inequality and status differences. This chapter reviews some of the theoretical assumptions and pragmatic features of place-based marketing and branding, with particular emphasis on the role of judgment adopted by market intermediaries in the cultural economy. The argument advanced here is that symbolic and material systems are co-constitutive in the production of place; and that market intermediaries engage in ongoing practices of valuation to link national identity with material advantage.
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