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Greenwashing presentation2


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Greenwashing presentation2

  1. 1. Greenwashing Deceptive eco-advertising and its prevalence in the home appliance industry.
  2. 2. What s Greenwashing? <ul><li>Deceptive or misleading advertising </li></ul><ul><li>Designed to make products appear more Eco-Friendly </li></ul>
  3. 3. The History of Greenwashing <ul><li>The term first appeared in the 1970’s </li></ul><ul><li>Coined by Jay Westerfield </li></ul><ul><li>Combination of “green” and “whitewash” </li></ul><ul><li>Began in response to the 1960’s environmental movement </li></ul>
  4. 4. Greenpeace’s Greenwash Criteria <ul><li>Dirty Business </li></ul><ul><li>Ad Bluster </li></ul><ul><li>Political Spin </li></ul><ul><li>It’s the Law, Stupid! </li></ul>
  5. 5. The Seven Sins of Greenwashing <ul><li>Sin of the Hidden Trade-off </li></ul><ul><li>Sin of No Proof </li></ul><ul><li>Sin of Vagueness </li></ul><ul><li>Sin of Worshipping False Labels </li></ul><ul><li>Sin of Irrelevance </li></ul><ul><li>Sin of The Lesser of Two Evils </li></ul><ul><li>Sin of Fibbing </li></ul>
  6. 6. Sin of The Hidden Trade-Off <ul><li>Claiming that a product is “green” based on a narrow set of attributes, while ignoring others. </li></ul><ul><li>Example: O.B. Claims their tampons will save one pound of waste per woman, but do not factor in the chemicals used to manufacture them. </li></ul>
  7. 7. Sin of No Proof <ul><li>A claim about a product that can’t be supported by evidence </li></ul><ul><li>Example: Diapers claiming to contain a certain % of recycled materials. </li></ul>
  8. 8. Sin of Vagueness <ul><li>A claim that is too broad or not legally defined </li></ul><ul><li>Example: “All-Natural” products </li></ul>
  9. 9. Sin of Worshipping False Labels <ul><li>Companies that create fake 3rd-Part endorsements </li></ul><ul><li>Example: Magazines paid to evaluate products </li></ul>
  10. 10. Sin of Irrelevance <ul><li>A claim that may be truthful but is unhelpful </li></ul><ul><li>Example: “CFC-Free” </li></ul>
  11. 11. Sin of the Lesser of Two Evils <ul><li>A product that is only green in comparison to other products in the category </li></ul><ul><li>Example: Organic Cigarettes </li></ul>
  12. 12. Sin of Fibbing <ul><li>Outright lies </li></ul><ul><li>Example: Companies falsely claiming to be energy-star certified </li></ul>
  13. 13. Genuine Green Labels
  14. 14. Home Appliances <ul><li>Refrigerators, Washers, Toaster, Air Conditioners..... </li></ul><ul><li>We all have them </li></ul><ul><li>Hard/Impossible to Realize Greenwashing </li></ul>
  15. 15. Example 1: Samsung <ul><li>Read everything carefully </li></ul><ul><li>Don't believe everything you read or see </li></ul><ul><li>Symbols don't always mean something </li></ul><ul><li>Every Award is different </li></ul>
  16. 16. Example 2: LG <ul><li>Research </li></ul><ul><li>Compare Multiple Tests </li></ul><ul><li>Don't believe what they say </li></ul><ul><li>Look into the history of the company, were they caught before? </li></ul>
  17. 17. Example 3: GE <ul><li>Promises are promises, nothing more </li></ul><ul><li>Money means nothing, I can markup anything </li></ul><ul><li>Companies don't need to give you the whole story. They can leave parts out that make huge differences. </li></ul>
  18. 18. Lowe’s-- Improving Homes? <ul><li>Selling Greenwashed products is only fueling the Greenwashing epidemic </li></ul><ul><li>Needs to Re-think Objectives </li></ul>
  19. 19. Honest AND Eco-Friendly <ul><li>Adopt policy of honesty </li></ul><ul><li>Share information on true green appliances and their companies </li></ul><ul><li>Focus advertising on just those products </li></ul>
  20. 20. Benefits <ul><li>Reassure customers </li></ul><ul><li>Improve sales </li></ul><ul><li>Better the image of the company for the future </li></ul>