There’s a troubling trend surfacing in the marketing world, one that’s riffing off a now-familiar strategy, “greenwashing”. We’ve all seen products coated in greensheen, the misleading marketing ploy that spins a product as environmentally-friendly in order to woo eco-cozy customers.

Now, there’s a whole new buzzword bingo game in town, and it’s all about transparency, access, and believe it or not, “openness”.That’s right. Companies are courting openness like it’s the new green.

Take, for example, the above (badly-photographed – sorry!) advertisement from the Berlin Partner GmbH, a promotional arm of Germany’s capital.

Their new slogan, “be open. be free. be Berlin,” is designed to evoke coolness and inspire acceptance with the young and wired generation. I think it’s pretty illustrative of what I’m calling openwashing. Reading through the campaign’s Terms of Use, for example, I’ve come across these gems:

Sourced through Scoop.it from: michellethorne.cc

See on Scoop.itOpen Educational Resources in Higher Education


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