Virtual Workshop
Greenwashing Uncovered: How to Build Trust with Gen Z
April 8, 2025
1:30 p.m.−3:45 p.m. ET
Delve into the issue of greenwashing and how it affects brand trust among Gen Z consumers. In this workshop, we’ll discuss strategies for transparency and authenticity in sustainability marketing. You’ll learn from case studies of brands that succeeded or failed to build trust.
1:30 p.m.
Greenwashing’s Impact on Gen Z Consumer Trust
Gen Z is highly skeptical of corporate sustainability claims, making authenticity a key factor in brand loyalty. This session will explore how greenwashing erodes trust, the consequences for brands, and the key expectations Gen Z has for corporate sustainability efforts.
In this session, we will:
- Define greenwashing and its different forms in marketing
- Discuss how misleading sustainability claims impact Gen Z’s trust and purchasing decisions
- Explore how companies can build credibility through transparent sustainability messaging
2:30 p.m.
Break
2:45 p.m.
Brand Successes and Failures in Sustainability Marketing
Some brands have successfully earned Gen Z’s trust through transparent sustainability practices, while others have faced backlash for greenwashing. This session will break down real-world examples, highlighting what works and what doesn’t when marketing sustainability efforts.
In this session, we will:
- Analyze case studies of companies that faced backlash for misleading sustainability claims
- Highlight brands that successfully built trust through authentic sustainability efforts
- Discuss best practices for aligning sustainability marketing with real impact
3:45 p.m.
Adjourn
This program is eligible for 2 Elective credits toward the Certificate in Public Affairs Management.
Register
Membership Plus: FREE
Members: $339
Non-Members: $449
More Registration Info
Additional discounts may apply to this meeting. These discounts may include:
For multiple registrants: A discount will apply to the standard member/nonmember rate for organizations that register two or more participants for the same meeting. The first registrant will pay full price, the second participant will receive a 10% discount and each additional registrant will receive a 15% discount. To register multiple participants, you may either register online or download the print and fax registration form.
Member discounts: Discounts for members are applied to all Public Affairs Council meetings.
Nonmembers: Join the Council today, and save by registering at the member rate and using the $300 new-member coupon you will receive. Contact our membership team for information about joining the Council.
Questions? Contact us at 202.787.5950.
Questions
Milka Amanios
Manager, Social Impact Practice
202.787.5967 | [email protected]