On February 14, 2025, the University of the Third Age hosted a highly relevant and thought-provoking lecture titled “Green Marketing or Greenwashing: Misleading Consumers,” delivered by Ing. Renata Čuhlová, Ph.D., BA (Hons).
In her introduction, the speaker focused on the broader role of marketing in society and presented the latest research on consumer behavior - particularly the growing willingness of people to act sustainably and support "green" brands. However, this desire for ecological responsibility also opens the door to manipulative practices, which formed the core theme of the lecture.
Participants were introduced to the concept of greenwashing, the intentional or unintentional dissemination of misleading information about the environmental friendliness of products, services, or companies. The lecture highlighted how easily marketing can create the illusion of sustainability, often without any genuine foundation. Specific tricks and strategies used by companies to "paint their brands green" were also discussed.
Through real-world examples and the so-called “Seven Sins of Greenwashing,” attendees learned how to distinguish between genuinely sustainable products and those that only appear so on the surface. The entire session was interwoven with practical case studies illustrating the (often deceptive) communication of corporate sustainability and responsibility.
The lecture also included an overview of current developments in European legislation, including the new directive on “green claims,” aimed at protecting consumers from false advertising and strengthening trust in verified information.
In the hands-on portion of the event, participants had the opportunity to identify real ecological certifications versus fake ones; a task that proved far from easy.
The lecture sparked interest in the critical evaluation of advertising messages and received highly positive feedback, as evidenced by the lively discussion that followed.
When we reach for a pack of chicken in the supermarket, we rarely know how the animal was actually raised. Was it crammed into a large industrial barn without natural light? Did it have access to outdoor space and the ability to express natural behaviours? Or did it grow so quickly that its weight caused its own bones to break?
The DiCiM consortium team members met again at the fifth General Assembly, which took place in Cork, Ireland. The project has now entered its second half, during which most of the development of the digital solutions will be finalised and preparations will begin for implementation and testing.
