August 2009
From supermarket shelves to manufacturing processes to corporate sustainability programs, we see and hear more marketing of green every day – but are these brands really all about the environment, or more about the dollars?
It's generally assumed that today's consumers consider the social impact of products before purchasing them. The research on this varies widely, in part because consumers' self-perceptions don't always match up with their behavior patterns.
But one thing is undeniable: major brands are jumping on the green bandwagon in very public and often unexpected ways that raise serious questions about authenticity, transparency and accountability in brand communications.
Opinions vary as to what is "greenwashing"?
Greenwashing is usually defined as the promotion of unsubstantiated claims of environmentally friendly products and/or policies, and many argue that it is a pervasive issue that slows and distracts from real sustainability progress. Does any of this sound familiar?
You get the idea. We see "green" everywhere, playing to our ideals, taking advantage of our fears and sometimes delivering below our expectations. But lest the simple act of grocery shopping or turning on the TV incite a fury of righteous anger, we think it's only fair to consider the realities of our market, and how these promotions might be better communicated.
Case in point
In June, the U.S. Federal Trade Commission charged Kmart with making unsubstantiated claims that its paper plates were biodegradable. Kmart has agreed to remove that claim from its packaging, although the fact is that the plates will degrade in a compost, but not in the conditions of the majority of municipal waste programs.
A more strategic communications approach might have involved Kmart taking the opportunity to advocate for composting practices nationwide. True progress, after all, is going to be about behavior change that goes beyond purely the checkout stand. But without proactive messaging and transparent information to back up the virtues of its product, the company's attempt to develop its green reputation has backfired, framing them as a phony.
Clear communication is key
We are just beginning the work necessary to save our environment, and that work will demand ingenuity, accountability and commitment from all of us. The people, organizations and companies making great strides in these areas also recognize that the only way to make sustainability marketable (and our marketplace sustainable) is with open communications.
And the communications lessons around green initiatives are abundant: be real and be transparent.
If you're going to advertise yourself or your products as environmentally responsible, make sure you're considering every level of that commitment. Provide proof points for your claim, educate your audiences about what you're doing right, and show them how to do right too.
Always remember: your brand is defined by zyour relationship with consumers and employees – the sense of trust and authenticity you maintain with those audiences is the key to your success.
Here are some more insights on greenwashed communications:
The Seven Sins of Greenwashing from TerraChoice in Canada, and a solid response from Joel Makower at GreenBiz.com.
Understanding and Preventing Greenwash: A Business Guide from Business for Social Responsibility.
The University of Oregon's Greenwashing Index spotlights some potential offenders and asks you to be the judge.