Kering, the owner and managing company of various luxury retailers including Gucci, Bottega Veneta, Saint Laurent, and Balenciaga has recently instituted internal guidelines against greenwashing initiatives. Responding to growing consumer interest, the corporate conglomerate has adopted sustainability-centric marketing. However, the concept of ‘greenwashing’, where companies exaggerate their product’s environmental soundness, can lead to legal and public relations issues.

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