In a time where there is no consensus on who has the responsibility for dealing with the environmental state of the world, government institutions have made regulations to push businesses and consumers to change their ways.
The EU has changed the path we’re on by introducing their EU Green Deal and Green Claims Directive.These regulations respectively set a standard for how companies measure and report their environmental impacts and how suppliers can make environmental claims in the marketing of their products.
This research is a case study of how Jabra, a Danish consumer electronics company, can gain a competitive advantage in these circumstances. The research explores how the marketing department of Jabra can include sustainability themes in their practices to help the brand gain a competitive edge.
One of the themes in this project is ‘greenwashing’ and an insight gained is that companies can be afraid of promoting environmental product attributes as it borders with greenwashing. However, by failing to showcase their sustainability efforts, companies run the risk of letting competitors, with worse environmental performance, get away with it.