In Second Annual Study, MWWPR Reveals 1/3 of All Americans Are Loyalists, Activists, and Advocates for Brands that Take a Stand on Public Policy and Societal Matter. But Brands Beware, "Goodwashing" is the New Greenwashing: 59% of CorpSumers are Skeptical of Underlying Motives, Making Authenticity a Non-Negotiable NEW YORK, Oct. 23, 2018 /PRNewswire/...

Their intentions must be authentic and not just the new 'greenwashing' For brands looking to take a stand on societal issues—as recent studies have shown more consumers want—it will be a balancing act. Brands will need to simultaneously take a stand, while being authentic and without “goodwashing,” according to the second annual Corpsumer study from...