Greenwashing, woke washing and virtue signalling— there are plenty of ways that brands can embellish the true results or impact of their products or processes to mislead consumers. So, are certifications and standards the solution to keeping brands accountable to their claims?Certifications and standards are more than just marketing tools, in fact they take some serious commitment to operational KPIs, but they can become a helpful tool to leverage when it comes to sharing your story and differentiating your brand. But ‘labels’ can also be misleading when they are simply self-certified and less-than transparent! This week we’re taking a look at how third-party validations and commitments can potentially boost a brand’s credibility and build trust with increasingly-savvy consumers.For more information about us visit, www.themarketingcollective.co.nz and www.markmywords.co.nz.

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“What did the council decide on item 42?” — answered with the speaker and the moment.

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