Green Marketing vs Green Washing vs Green Values

By Adam Valvasori - Values Manager
















Image via: sinsofgreenwashing.org

A few days ago I had the privilege to present to a room of Corporate Social Responsibility and Marketing professionals at Ethical Investor's 2nd Annual Green Marketing Forum in Melbourne. If you're interested in greening your business or a student of marketing, I highly recommend you have a look through some of the presentation powerpoints etc here.

It was really heartening to learn that most organisations present were now being very careful and cautious of making 'green claims' eg: "Buy this it's carbon neutral!" for fear of being labelled or even prosecuted by the ACCC as 'green washers'.

Scott McDougall, CEO, TerraChoice (Canada) gave an excellent presentation which included the Seven Deadly Sins of Green Washing, which are:

1. Sin of the Hidden Trade-off
2. Sin of No Proof
3. Sin of Vagueness
4. Sin of Worshiping False Labels
5. Sin of Irrelevance
6. Sin of Lesser of Two Evils
7. Sin of Fibbing

I came to a bit of a realization whilst talking about The Body Shop Australia's version of "green marketing" which is more like “Social marketing (community communication, education and action) to achieve local and global environmental justice”...

If a company wants us green/ ethical consumers to believe it's really, truly green, it has to win our trust. It must prove genuine concern for the environment as well as it's own profits. Companies can do this by:

• volunteering to go above and beyond current industry environmental laws
• trying to educate consumers about environmental issues.
  
• using their marketing powers (jokingly described as the dark arts @ the conference) to influence stronger national and global political action on climate change. Eg: Lending their voices to the growing number of Australians demanding stronger carbon emission reduction targets from our Government.

Managing our carbon footprint, via reduction and offsetting strategies is crucial. But I think only the first step in gaining a green reputation. Once this is established, more companies can start looking beyond themselves and at the bigger environmental picture. Anita Roddick wisely said:

“The Body Shop recognised long ago that politics is far too important to leave to politicians.”

There are green groups like ACF, Greenpeace and WWF to name a few, who would love to get some mainstream partnerships, marketing and advertising advice, to help spread important environmental messages across to the masses.

To finish this unusually long post for a Friday. Here are a few websites I picked up on at the conference I'd like to share with you. Check them out:

• Bindarri - a group who aims to support and promote Australian creatives who are working for positive change and to inspire others who are yet to begin.
  
• Grow Me The Money - the simple way for small businesses to be sustainable & save money.
  
• 3 Fish - fairtrade and sustainable marketing merchandise.
• The Good Brew Company - saving the world, one brew at a time.
• Republic of Everyone - helping to build sustainable brands.