The Power of Reputation: How the British Museum’s Break with BP Highlights the Importance of Authentic Sustainability
The British Museum recently ended its association with BP (British Petroleum). This is significant because BP has sponsored the arts for decades and has also been accused of greenwashing–when a company tries to appear more environmentally friendly than it actually is–and has a history of environmental disasters. BP had a massive advertising campaign where they tried to present themselves as moving towards renewable energy but still heavily invested in oil and gas.
BP’s reputation was already damaged by the Deepwater oil spill in 2010, which was one of the worst environmental disasters. It showed the real difference between BP’s claims about being environmentally friendly and their actual practices.
This move by the British Museum highlights the importance of managing an organization’s online and offline reputation. The museum has had numerous protests against BP over the years, and these played a part in the museum’s decision, among other things.
What people, patrons, and clients say online greatly influences an organization’s reputation. Organizations need to show that their actions truly align with their values. In the case of the British Museum, one of these core values is environmental sustainability.
Also, an organization’s reputation influences partnerships. The Museum’s decision to part ways with BP is a prime example of what can happen. Being transparent is another way to manage a reputation.
So, just a quick reminder that a company’s online reputation is more than just its website, reviews, or Facebook posts. It’s a reflection of the company’s trustworthiness and overall image which can influence everything from visitors’ decisions to sales. But if a company tries to greenwash its image, it can seriously damage its online reputation and lead to a host of problems.
