By Professor Paul Hopkinson, Head of Edinburgh Business School at Heriot-Watt University Dubai and Academic Lead for Heriot-Watt Online
How often have you ordered food for home delivery from a supplier that prides itself on its responsible and sustainably sourced ingredients only to find items supplied with plastic straws and cutlery? Similarly, there are many examples of companies that have been called out for making false or misleading claims about their sustainability credentials, including using dubious certifications that cannot be independently verified. These are just some of the common sins that businesses commit to harness opportunities as sustainability and purpose-driven marketing
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