Increasing the sustainability of green brands

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings The negative impact of greenwashing means that trust is critically important to the success of green brands. Firms can increase trust in their offerings through honest communication and advertising that uses nature imagery in a non-deceptive way. Originality/value The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.