IBCM Hosts Guest Lecture by Prof. Dr. Irena Žmak on Greenwashing and Sustainability Communication
The Public International Business College Mitrovica was pleased to host Prof. Dr. Irena Žmak, Full Professor at the Department of Materials, Faculty of Mechanical Engineering and Naval Architecture, University of Zagreb, for an engaging guest lecture on “Greenwashing” and sustainability communication.
“Sustainability without transparency is just marketing.”
The lecture addressed the growing global concern surrounding misleading environmental communication and highlighted the importance of transparency, accountability, and ethical practices in sustainability reporting and marketing.
During the session, Prof. Dr. Žmak introduced students and academic staff to the concept of greenwashing, explaining how companies may use selective communication, visuals, branding, and environmental claims to appear more environmentally responsible than they truly are. Participants also explored related concepts such as greenhushing and scopewashing, gaining a deeper understanding of the different ways sustainability narratives can be manipulated.
Through practical examples, case studies, and interactive discussions, attendees were encouraged to critically evaluate environmental messaging and distinguish genuine sustainability initiatives from misleading “green” marketing strategies.
Key Takeaways from the Lecture
- Understanding the difference between sustainability and greenwashing
- Recognizing misleading environmental claims and marketing strategies
- Exploring concepts such as greenhushing and scopewashing
- Promoting transparency, ethics, and accountability in communication
- Encouraging critical thinking in sustainability and responsible business
The lecture further emphasized the importance of responsible communication, corporate ethics, and informed decision-making in today’s business and environmental landscape, while highlighting the role of education and research in promoting sustainable development.
IBCM extends its sincere appreciation to Prof. Dr. Žmak for sharing her expertise and contributing to meaningful academic discussions on environmental responsibility, sustainability communication, and responsible business practices.
