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From Greenwashing to Genuine Sustainability: Ethical Marketing in the Age of Conscious Consumers
Abstract
The emergence of conscious consumerism has compelled brands to adopt a more thoughtful approach, ensuring that their entire marketing practices align with issues concerning sustainability, inclusivity, and ethical responsibility. And yet the paradox of 2025 is that, even as consumers clamor for ethical branding more than ever, we see record levels of corporate greenwashing, too. In this chapter, we analyse the paradox of performative ethics and authentic sustainability marketing that emerges when looking at the trajectory of marketing ethics from its origins to current overall coherence or divergence between theory and practice in our global world. The conversation is informed by recent examples from a range of industries, from Volkswagen's “Dieselgate” and H&M's “Conscious Collection” to Patagonia's radical transparency, Dove's inclusivity campaigns, and Nike's social justice activism that illustrate how greenwashing erodes consumer trust while genuine sustainability becomes a source for loyalty, resilience, and cultural relevance.
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