The series on green marketing and greenwashing reveals how globalization, information technology development and other pressures have led firms to use marketing more broadly. The emergence of social marketing aimed to meet the needs of companies, consumers and society. In the second half of the XX century, the so-called green marketing in response to increasing pressure on companies to align their business with sustainable development. Finally, as an abuse and deliberate manipulation of consumers through the presentation of incorrect environmental performance of products, greenwashing occurs, which is still deeply rooted in the corporate world.

Market conditions for the supply and demand of goods and services are becoming more dynamic and require constant changes in company strategies, as well as the application of alternative ways of bringing products closer to customers in order to meet the diverse and growing needs of people. The main goal of companies is to sell their product or service to consumers in the most efficient (fast and with minimal costs) and more effective way (with earnings). In order to achieve that, it is necessary to convince consumers that their product is the best and most useful. On the other hand, the level of consumer awareness of the impact of production and marketing activities on the environment and society is increasing, especially in the second half of the last century. This poses an additional challenge for companies to implement greater transparency and accuracy of product information in their marketing policies. However, although consumer influence is growing, companies are still finding methods to reach customers through manipulative and inaccurate messages about products and their benefits. In this series of texts, we will deal with topics such as social marketing and its growth into green marketing and greenwashing.