G202 FA23 Final Project.pptx kraft and ellie

final project

1. G202 Final Project Identifying & Safeguarding Against Greenwashing

2. Greenwashing: a gap between a company’s green-claim and their green-action In the BlackRock case debriefing, we taught you the meaning of greenwashing. We also defined seven different types of greenwashing behavior. Now, you are going to gain experience in identifying and safeguarding against greenwashing.

3. Project Overview You will find two different social media communications from the same company. (1) A greenwashed statement Where you will identify the specific type of greenwashing that has occurred. (2) A statement with green substance Where you will explain how the substance of the statement safeguards from being accused of greenwashing.

4. Choosing a Company You will study the social media communications of one company of your choice. Green-focused communications can come from any social media platform and from any time period. However, you are not allowed to choose any of the companies that we studied this semester in our business strategy cases. Avoid: Uber, Ventria , Chiquita, Spotify, Unilever, DeBeers, Levi’s, Suncor, BlackRock, Nike, Facebook, Starbucks. Also, avoid any companies that we spotlighted in our relevant class materials. Avoid: BP, McDonald's, Apple, Canada Goose, H&M, Tyson, Bank of America, American Coalition for Clean Coal Electricity, Volkswagen.

5. Project Outline Include the following five required elements in one page (portrait layout) and in the order and placement of the outline shown to the left. Required Elements: I. Screenshot of Greenwashed Statement II. Screenshot of Statement with Green S ubstance III. Selfie of You with Your Company’s Logo IV. Type of Greenwashing with Explanation V. Green Statement Robustness Analysis Each one of these required elements should be distinctly separated from the others, so that each element can be evaluated based on its own merits. III I II V IV

6. I. Screenshot of Greenwashed Statement III I II V IV Find a social media communication from your chosen company that you feel is greenwashed. Take a screenshot of the communication and make sure to zoom in sufficiently so that the text is clear and readable. Circle, in red, the part of the text that you think directly captures the greenwashed statement.

7. II. Screenshot of Statement with Green Substance Find a social media communication from your chosen company that you feel demonstrates that a robust green action has been taken. Take a screenshot of the communication and make sure to zoom in sufficiently so that the text is clear and readable. Circle, in red, the part of the text that you think directly verifies that the green action has defendable substance. III I II V IV

8. III. Selfie of You with Your Company’s Logo Take a picture of yourself with your company’s logo, where the logo is visible on a display screen next to your face. Do not cut off any portion of your face. Make sure that the company logo is clear and visible within the selfie. Make sure that you, and your surroundings, are professional within your selfie. III I II V IV

9. IV. Type of Greenwashing with Explanation E lement IV has a minimum word count of 100 and a maximum word count of 125. Identify which one of the seven types of greenwashing is illustrated in your company’s greenwashed statement included in element I . Explain why you think that specific type of greenwashing is at play within your company’s greenwashed statement included in element I . III I II V IV

10. V. Green Statement Robustness Analysis E lement V has a minimum word count of 100 and a maximum word count of 125. Identify the sources of credibility that help to defend the substance that you feel is portrayed in your company’s statement included in element II . Explain why you think your company’s statement included in element II is safeguarded from greenwashing accusations. III I II V IV

11. Deliverable Check List Create a one-page (portrait layout) greenwashing analysis of your chosen company’s social media statements that is divided into five parts arranged and ordered as shown in the previous outline. Include the five required elements according to the detailed specifications: I. Screenshot of Greenwashed Statement II. Screenshot of Statement with Green Substance III. Selfie of You with Your Company’s Logo IV. Type of Greenwashing with Explanation V. Green Statement Robustness Analysis Your finalized greenwashing analysis must be saved as a pdf. Submit in the Final Project assignment by 11:59pm on Tuesday December 12th.

12. Project Touchpoints Tuesday 12/5:  We will follow up the instructional video by delivering a Final Project spotlight in our class meetings. Thursday 12/7 :  We will host a series of Final Project Q&A sessions to answer general questions. We will log in to Zoom for each of the start times of our classes. 1:15pm, 3:00pm, 4:45pm, and 6:30pm Zoom Meeting ID:  434 457 469 and  Zoom Meeting Password : G202land We will not “pre-check” individual submissions, so please do not request us to. This assignment is purposefully self-managed. Once consultants understand their client engagement, they will then gather the right data to deliver valuable insights.