A Deep Dive into Greenwashing Controversies in the Food Industry

Today’s communication professionals must be equipped with the skills to detect and address greenwashing, ensuring that businesses engage in honest and meaningful sustainability efforts In an era where sustainability is a major challenge, many companies strive to present themselves as environmentally responsible. However, not all claims of eco-friendliness are genuine, leading to the issue of greenwashing. Addressing this challenge requires a deep understanding of issues and crisis communication, which is exactly what students in the Master of International Communication (MIC) at Hanze University of Applied Sciences (Hanze UAS) are learning to do.

A hands-on approach to greenwashing issues

As part of the Issues and Crisis Communication Strategist module, student groups took on the role of consultants, providing strategic advice to companies facing greenwashing concerns. This project is a prime example of how the MIC program emphasizes real-world applications of communication theories, preparing students for careers in corporate communication, sustainability consulting, and crisis management. 

Each group chose with a company, analysing their sustainability claims, communication strategies, and potential risks associated with greenwashing. Their goal? To develop ethical and transparent communication strategies that would help these companies maintain credibility and consumer trust. 

What did the students do?

Each group conducted a thorough analysis of their assigned company’s sustainability communication, looking at: 

• The accuracy and transparency of environmental claims 

• How well the company aligns its actions with its sustainability messaging 

• Potential areas where greenwashing might be occurring 

• How to strengthen the company’s crisis communication strategy 

With their findings, students provided actionable recommendations to improve transparency, ensuring that companies avoid misleading consumers and maintain ethical communication standards. 

Learning beyond the classroom

This project showcases how the MIC program at Hanze bridges academic knowledge with real-world practice. Students don’t just learn theories—they apply them to current global challenges, gaining practical experience that will be invaluable in their careers. 

Through this initiative, students develop key skills in: 

• Crisis communication and risk management – Learning how to handle potential reputational risks. 

• Strategic thinking – Advising companies on how to improve their communication strategies. 

• Sustainability communication – Understanding the nuances of ethical and social marketing and corporate responsibility.