Environmental washing: A new type of washing?

Abstract

Enterprises - imitating the example set by a number of public characters belonging to some countries- have appealed to the strategy of what, lacking of a best name, we will call "Inverse marketing", which consist of auto-define themselves exactly the opposite of what criticism have pointed-out. This way, the dictators who take over by mean of power define him as liberator or something similar. No wonder that some companies that have severely compromised the environment due its production activities, initiate costing marketing campaigns in which they assume the role of environment protection leaders. Before analyzing this situation, however, we will define the conceptual framework that is required for this phenomenon to occur. Globalization, being actually a multidimensional phenomenon, since it comprises practically all the spectrum of human relationships, at national and international level, obtained its maximum intensity within the Economy level, however. Particularly, to say globalization = free market, even whether this is only one particular point of view regarding globalization, is not an exaggeration vis-a-vis what society as a whole tend to understand when this word is used.