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greenwashing

Making a misleading claim about the environmental benefits of a product, service, or company practice….
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Goodvertising

Defined by Thomas Kolster as “creative advertising that cares” (Thames & Hudson: 2012), it refer…
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Fairwashing

When a company says it follows ethical standards related to the treatment of its workers and the communit…
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Resilience

The capacity to recover quickly from difficulties; toughness. Referring to the brand, a resilient brand d…
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Creactivism

An active approach to improve everyday conditions through creativity. The perfect portmanteau of #Creativ…
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Brand purposing

Defining what a company does – beyond making money – and why, allowing for long term sustainable succ…
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Purposeful Communication

To impact the thinking, attitudes or behaviours of people in some way. To influence instead of only commu…
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Purpose

An inspirational reason for being in order to make a universal and timeless impact. “[Purpose] captures…
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Responsibility

Something that you do, and that you’re conscious about. For companies is a commitment for ‘doing good’….
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