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In today's dynamic/shifting/evolving business landscape, sustainability has become a crucial/essential/pivotal factor. Consumers are increasingly demanding/expecting/seeking ethical and environmentally conscious practices from the brands they support. This surge in awareness/consciousness/demand has led to a rise in businesses/companies/firms making bold/grand/significant claims about their sustainability efforts. However, not all of these assertions/statements/declarations are genuine.

Enter/Witness/Observe the rise of "greenwash," a deceptive practice/tactic/strategy where companies mislead/obscure/disguise their environmental impact by making vague/unsubstantiated/exaggerated claims.

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