GREENWASHING• Concise Oxford Dictionary: Green-wash (green’wash’, -wôsh’) – verb: the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service.
7 DEADLY SINS• Customers are starting to insist on environmentally responsible products.• But can we always trust the message that company’s and brands are communicating around their sustainability practices?
TRANSPARENT AND HONEST ? • Packaging states that the product contains organic cotton • Online customer reviews were extremely positive. • They were glad to have a "natural" alternative. • Would their opinions change if they knew that the only organic cotton used in the product is on the outside, so it doesn’t even touch the baby’s skin!
THE HIDDEN TRADE-OFF• When a company/ brand states it’s “Going Green” by onlyaddressing one element of their business practices.• What is the broader picture?
NO PROOF• Making claims that cannot be substantiated by easily accessible supporting information or reliable third party certification.• Advertising Standards Authorities banned Coca Cola from using the word “nutritious”.
VAGUENESS• Overly used and generalised claims that leads to the real meaning being misunderstood.• What can be defined as natural?
FALSE LABELS CERTIFIED LABELS Ygygug Marine Stewardship Council• A product that gives the impression that Fair Trade Products it is endorsed by a Badger Friendly third party, without Honey such endorsement FSC – Responsible use of existing. forest resources South African Bureau of Standards Certified Organic
eLabeleLabel was developed to enable the sharingof unbiased information about products andservices, particularly with regard toenvironmental, social justice and animalwelfare concerns.The importance of this platform is that itconnects and empowers like-minded consumersand that it collates information that wouldotherwise have been scattered across the net, orin the confines of a manufacturers databaseRegister FREE of charge @ www.elabel.orgMobile application coming soon
IRRELEVANCE• A truthful, but unimportant environmental claim.• CFC’s * Eco-friendly * Natural fragrance *
LESSER OF TWO EVILS• The claim may be true for the specific product within the category, BUT it distracts the consumer from the greater environmental impact of the category as a whole.• Can an airline be “Green” ?• Organic Cotton: What is the influence i.t.o water usage and Biodiversity?• Organic Coffee: Is it Fair Trade and not just Free Trade?
GOOD CORPORATE CITIZENSHIP• Good corporate citizenship means that a company has a holistic focus on creating value for all their stakeholders.• This means being responsible towards the community in which they serve, as well as the environment which they impact.
TRUSTED FAMILY BRANDS? • Exploiting Natural Resources • Human Rights Violation • Destroying rainforest
WATERCONSUMPTION “In every glass of water we drink, some of the water has already passed through fishes, trees, bacteria, worms in the soil, and many other organisms, including people...Living systems cleansewater and make it fit, among other things, for human consumption. This is the wonder of the hydrological cycle.” Elliot A. Norse
CONSIDER US• Youth from all over the nation have the opportunity to raise their voice.• Tell the world in 20 words why the earth is precious to you and why the leaders at COP 17 should CONSIDER YOU when they are making their decisions.A sustainable future in South Africa: Enough For all, Forever.
BE THE CHANGEYOU WANT TO SEE“THERE IS ENOUGH FOR EVERYONE - BUT NOTENOUGH FOR OUR GREED. THERE’S ENOUGH FOR USALL TO LIVE A FULL LIFE - SO WHY DO WE WANT TO DESTROY THE ONLY HOME WE HAVE?”Archbishop Emeritus Desmond Tutu
CONNECT WITH CONSIDER US Contribute YOUR 20 words Join us on Facebook Follow us on Twitter @OgilvyEarthSA
ESTABLISHED ROOTS• OgilvyEarth Cape Town: http://www.ogilvyearth.co.za/• PetCo: http://www.petco.co.za/flash.html• Advertising Standards Authority: http://www.asasa.org.za/• Story of Stuff: http://www.storyofstuff.com/• Ecolab Index: http://www.ecolabelindex.com/ecolabel s/?st=country,za• National Consumer Forum: http://www.ncf.org.za/• Poodwaddle: http://www.poodwaddle.com/• Virtual water: http://virtualwater.eu/• eLabel: http://www.elabel.org/south- africa/about