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High degree of skepticism re: business
and environment. Greenwash claims
rampant. FTC bringing cases.
78% of consumers will boycott
Green Marketing
Challenges
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Green is fast moving; regulators can’t keep
up.
Some terms may never be defined by gov’t,
e.g., sustainable, natural
Green Marketing Challenges
15. Natural
‘Existing in nature and not made or
caused by people.’
‘Not having any extra substances or
chemicals added.’
‘Not processed with
chemicals.’ - Dictionary
FTC: Not defined. (Defined by FDA
and USDA)
“Need to substantiate”
17. Biodegradable
‘Will break down and
return to nature within a
reasonably short period
of time after customary
disposal (in sewage
system, etc.)’ - FTC
(Landfills, incinerators, recycling
facilities not designed to promote
biodegradability.)
19. % < 62,000 year old carbon
content (plant, animal, fish)
Coke’s biobased ‘Plant
Bottle’ is made from ‘up to
30%’ plants. It is recyclable,
not compostable (or ‘natural’)
Biobased
21. Capable of being replaced by
natural ecological cycles or
sound management practices.
FTC: What material used; Why
renewable (normally within 1
– 10 years).
Renewable
66. What You Can’t Measure
How women feel when they are empowered
How it feels to give birth to a healthy child
How it feels to be the first college grad in your
family
How it feels to take a cold shower on a hot day
How it feels to have saved a species
How it feels to know that you’ve helped keep
your water clean, your air pure