Icelandic Greenwash

Two of the most ridiculous ads I've seen in a while - both in the menu booklet for home food delivery firm Room Service

An ad to "Discover the source of green energy" by jumping on a plane to Iceland, direct flights from Heathrow. In other words, go witness the miracle of energy that doesn't produce any CO2 by pumping out a couple of tonnes worth yourself from the plane trip. Huh?

And if travelling makes you feel thirsty then drink some "Carbon Neutral" bottled water "For a clearer conscience."

I've never heard anything so oxymoronic in my life.

NOT a Green Thing.

Many companies still make believe that with a little environmental engineering to offset the impact plus a bit of comms spin to dress the product/service in green-tinted clothing, all will be well and consumption can continue as normal.

The smarter brands are realising that there is no Get-Out-Of-Jail-Free card where consumers can carry on doing and buying and living the same ways as before and are fundamentally changing how they operate and go to market to become more sustainable.

Anything less is re-covering deck chairs on the Titanic.

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