Exploring backlash against CSR communication campaigns.
Exploring backlash against CSR communication campaigns.
Company campaigns are increasingly suspected of different forms of “washing”, ranging from greenwashing to warwashing and femwashing.
What can we learn from the contested “Fly Responsibly” Campaign of KLM that ended up in a lawsuit and public withdrawal of the campaign online?
Based on recent research it is evident that both the company and the activists used different persuasion tactics in their communication. But where did misinformation occur, and by whom?
This talk summarizes the events, lessons learned, tactics used and discusses how to best prepare for the washing-claims coming from stakeholders in the complex digital environment of today.