Cristel Russell Featured in Fast Company Article on “Nature Rinsing”

Nature-rinsing, brands showing their alliance with nature in the vaguest possible sense, isn’t a new approach or term. However, according to Fast Company, it is a timely term to describe our current moment in ecological gaslighting. Pepperdine Graziadio Professor of Marketing Cristel Russell offered her insights on the subject in a recent Fast Company article: “It is a classic trick. I think marketers have relied on these heuristic cues forever,” says Cristel Russell. The article notes that Cristel coauthored a 2015 report on the strategy, then known as “executional greenwashing.” Nature-rinsing may not be a new strategy, but as a word it could prove invaluable said Fast Company.

Read the full article on Fast Company.