How can companies develop green branding to target millennials after an environmental crisis? A study of Volkswagen

On Tuesday the 22nd of September Volkswagen was implicated in one of the world’s largest corporate scandals. They admitted to installing a cheat device designed to manipulate the Environmental Protection Agencies emissions tests on their vehicles, across a multitude of their brands such as Audi, Seat, Skoda and both Volkswagen’s commercial and public vehicles. These events follow negative consequences such as campaigns encouraging the public to boycott brands which have been exposed for unethical. This piece of research seeks to address the damages that this crisis has had on the Volkswagen brand. It further seeks to address whether a green branding strategy using corporate ability or corporate social responsibility is effective at restoring millennials goodwill towards the brand