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Honesty in <br />Green Marketing<br />Tracey King<br />Brand consultant<br />
Great brands<br />Stand for something<br />Have a point of difference<br />A reason for being greater than afunctional pur...
“Attitudes to climate change & green”<br />100% of Generation Y believe climate change is real<br />91% of Generation X be...
“Insights”<br />“Everything that is not environmentally friendly should cost more <br />and all things good for the enviro...
Spotto<br />
Greenwashing<br />Making environmental marketing claims <br />that are not true or are <br />stretching the truth<br />www...
Agencies be careful<br />Clients may not be telling you the truth<br />
LG <br />Caught Greenwashing<br />
Australian Paper sourcing paper from native forests<br />
Audi clean diesel<br />View the video - http://www.youtube.com/watch?v=lB-CGSpdd24<br />
Six sins of Greenwashing<br />Hidden tradeoffs – suggesting it is green basedon a narrow set of attributes  eg recycled pa...
Problem ‘green’ words<br />green<br />eco<br />environmentally friendly<br />environmentally safe<br />energy efficient<br...
The future for green marketing<br />Companies embrace transparency<br />Customers will drive brand – not brand managers<br...
View the video:<br />http://www.youtube.com/watch?v=l_P_V0jk3Ig<br />
A copy of this presentation can be viewed at<br />www.traceykingmarketing.com<br />Copyright, 2011<br />
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Greenwashing Presentation

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Presentation by Tracey King at the Energising South East Asia Conference, March 2010 on Greenwashing

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Greenwashing Presentation

  1. 1. Honesty in <br />Green Marketing<br />Tracey King<br />Brand consultant<br />
  2. 2. Great brands<br />Stand for something<br />Have a point of difference<br />A reason for being greater than afunctional purpose<br />“build emotional connections”<br />
  3. 3. “Attitudes to climate change & green”<br />100% of Generation Y believe climate change is real<br />91% of Generation X believe climate change is real<br />50% of Australians believe it is caused by humans<br />60% don’t want to pay more than an extra 10% for green<br />McCrindle Research, Attitudes to Climate Change, 2010<br />
  4. 4.
  5. 5. “Insights”<br />“Everything that is not environmentally friendly should cost more <br />and all things good for the environment <br />should cost less.”<br /> “I believe environmentally friendly items should <br />be cheaper so everyone can buy them. <br />If they were we could all do a lot more.”<br />McCrindle Research, Attitudes to Climate Change, 2010<br />
  6. 6.
  7. 7. Spotto<br />
  8. 8. Greenwashing<br />Making environmental marketing claims <br />that are not true or are <br />stretching the truth<br />www.traceykingmarketing.com<br />
  9. 9.
  10. 10. Agencies be careful<br />Clients may not be telling you the truth<br />
  11. 11. LG <br />Caught Greenwashing<br />
  12. 12. Australian Paper sourcing paper from native forests<br />
  13. 13.
  14. 14.
  15. 15.
  16. 16. Audi clean diesel<br />View the video - http://www.youtube.com/watch?v=lB-CGSpdd24<br />
  17. 17. Six sins of Greenwashing<br />Hidden tradeoffs – suggesting it is green basedon a narrow set of attributes eg recycled paper<br />Lack of proof – lack of tangible evidence eg % of post consumer waste<br />Vague claims – eg all natural, could be uranium or arsenic but still dangerous<br />Irrelevant claims – CFC free products<br />The lesser of two evils – organic cigarettes<br />Outright lies – false claims, eg energy rating<br />Terrachoice, 2009<br />
  18. 18.
  19. 19. Problem ‘green’ words<br />green<br />eco<br />environmentally friendly<br />environmentally safe<br />energy efficient<br />recyclable<br />carbon neutral<br />renewable<br />green energy<br />
  20. 20.
  21. 21.
  22. 22. The future for green marketing<br />Companies embrace transparency<br />Customers will drive brand – not brand managers<br />Shifting conversations from outputs to inputs<br />Consumers invested in the total resourceconsumption of a product<br />Individual certifications to prove claims<br />Supply chain transparency<br />
  23. 23. View the video:<br />http://www.youtube.com/watch?v=l_P_V0jk3Ig<br />
  24. 24. A copy of this presentation can be viewed at<br />www.traceykingmarketing.com<br />Copyright, 2011<br />

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