Bauer Business Focus

Good deeds or “Greenwashing?”

Sustainability accountants work to find the truth.


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Companies like to promote their good deeds. But Bauer Director of Accounting Program Initiatives Michael Kraten at the Bauer College of Business at the University of Houston asks are they really practicing what they preach?

“Some companies use the public relations strategy of ‘greenwashing’ to cover up their poor performance. Sustainability accountants work hard to ensure that organizations are honest about their good deeds.”

“By engaging with consumers, investors and the companies themselves, accountants help them make meaningful business decisions. Thus, accountants assist people who want to act responsibly and identify those who do not.”

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