This case study, set in 2021, centres on the story of Tru Earth Environmental Products Inc. (Tru Earth), an innovative startup company that provided a range of eco-friendly household products. Alongside its development, Tru Earth faced challenges of balancing its commitment to sustainability with a growth-based marketing strategy. The case underscores this tension as realized through the goals of Tru Earth’s environmental and sustainability impact specialist, Mckenna Liski, and those of the marketing team. The tension ultimately led to Mckenna’s resignation, leaving Tru Earth’s chief executive officer (CEO), Brad Liski, to consider how Tru Earth could live its values and pursue its sustainability goals without being perceived as greenwashing in the eyes of customers.
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