50 Shades of Green

•

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lilyzhangg

Environment Technology

50 SHADES OF
GREEN
IMAGE:
FLICKR-‐THEEN
MOY

by: Lily Zhang

G
r
e
e
n
w
a
s
h
i
n
g
[noun] – disinformation disseminated by an
organization so as to present an environmentally public
image
“the recycling bins in the cafeteria are just feeble examples of their
corporate greenwash.” SOURCE:
GOOGLE
DEFINITION

IMAGE:
FLICKR-‐JONATHAN
GOFORTH

“Greenwashing”
Mentions Online
IMAGE:
FLICKR-‐STACIE

SOURCE:
GOOGLE
DEFINITION

“CORPORATIONS ARE SEEING ‘ECO-FRIENDLINESS’ AS A
KEY SELLING POINT – GREEN IS INDEED THE NEW BLACK
IN PRODUCT MARKETING.”
SOURCE:
LABNEWS

IMAGE:
FLICKR-‐YOGURINHA
BOROVA

SOURCE:
LABNEWS

BUT DOES GREEN MARKETING
= SUSTAINBLE EARTH?
IMAGE:
FLICKR-‐ENTRER
DANS
LE
REVE

The Green Gap “while more than 80% of American shoppers
claim to want to make more sustainable choices, fewer than 20% follow through
consistently when it comes to what they buy.”
IMAGE:
FLICKR-‐JOSH

SOURCE:
OGILVY
EARTH

ToP REASONS CONSUMERS
PURCHASE GREEN PRODUCTS
1) Environmental
Benefit
2) Overall Value
3) Trusted Product
TOP DETERRENTS TO GREEN
PURCHASES
SOURCE:
ELON
JOURNAL

IMAGE:
FLICKR-‐VALORA
GROUP

1) Expensive
2) Advertising
3) Preferred
Competition

FLAWED PERCEPTIONS
IMAGE:
FLICKR-‐NISHANTH
JOIS

“More than 98 percent of 4,000 supposedly
nature and eco-friendly products made false
or misleading claims according to a study by
environmental consulting firm TerraChoice.”SOURCE:
LABNEWS

IMAGE:
FLICKR-‐STACY

“22% of products displaying green marketing had
absolutely no evidence of reduced environmental
impact.” SOURCE:
LABNEWS

IMAGE:
FLICKR-‐MIKAEL
TIGERSTROM

“Green marketing creates a false
sense of engagement and action –
that we can simply shop our way to
environmental health.”
SOURCE:
LINKEDIN
JOEL
MAKOWER

IMAGE:
FLICKR-‐DANIEL
KULINSKI

INSTEAD OF GREENWASHING . . .

IMAGE:
FLICKR-‐EMILY
ORPIN

“As consumers educate themselves, companies will have to perform more than
just a clever marketing ploy and perhaps act more seriously on
environmental issues to regain their respect and purchasing power.”
SOURCE:
LABNEWS

IMAGE:
ENVIRONMENTAL
LEADER

“Transparency has become the new lingua franca in
sustainability – a demand for companies to account
for and report their impacts, commitments, goals and
progress.” SOURCE:
LINKEDIN
JOEL
MAKOWER

IMAGE:
FLICKR-‐BRADLEYPJOHNSON

“90 percent of consumers agree that it’s their
own responsibility to properly use and dispose of
products, and 85 percent acknowledge the
corporate role in providing such information.”
SOURCE:
GREENBIZ

IMAGE:
FLICKR-‐MARTIN
PHOX

Green marketing is merely an
advertising tactic.
Sustainability begins
with you.
IMAGE:
FLICKR-‐PEKKA
NIKRUS

REFERENCES

"Ecofrauds
and
LiHle
Green
Lies."
Laboratory
News.
26
Mar.
2010.
Web.
24
May
2014.
<hHp://
www.labnews.co.uk/comment/lab-‐rant/ecofrauds-‐and-‐liHle-‐green-‐lies/>.

Flickr.
Yahoo!
Web.
23
May
2014.
<hHps://www.ﬂickr.com/>.

Makower,
Joel.
"5
Reasons
Green
Markebng
Is
Going
Nowhere."
Weblog
post.
LinkedIn.
12
Mar.
2013.
Web.
24

May
2014.
<hHp://www.linkedin.com/today/post/arbcle/20130312180239-‐127714-‐5-‐reasons-‐green-‐markebng-‐is-‐
going-‐nowhere>.

OHman,
Jacquelyn,
and
David
G.
Mallen.
"5
Green
Markebng
Strategies
to
Earn
Consumer
Trust."
Weblog
post.

GreenBiz.
14
Jan.
2014.
Web.

Post,
Sponsor.
"Why
People
Buy
Greener
Products
(Hint:
It
Isn't
Always
Because
They
Love
The
Environment)."

Business
Insider.
Business
Insider,
Inc,
19
Nov.
2013.
Web.
21
May
2014.
<hHp://www.businessinsider.com/sc/
why-‐people-‐buy-‐green-‐products-‐2013-‐11>.

Richards',
Lindsay.
"Examining
Green
Adverbsing
and
Its
Impact
on
Consumer
Skepbcism
and
Purchasing
PaHerns."

The
Elon
Journal
of
Undergraduate
Research
in
CommunicaCons
Fall
2013
4.2
(2013).
Web.

IMAGE:
FLICKR-‐BRANDON
WARREN

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50 Shades of Green

1. 50 SHADES OF GREEN IMAGE: FLICKR-‐THEEN MOY by: Lily Zhang

2. IMAGE: FLICKR-‐CAREY CIURO

3. G r e e n w a s h i n g [noun] – disinformation disseminated by an organization so as to present an environmentally public image “the recycling bins in the cafeteria are just feeble examples of their corporate greenwash.” SOURCE: GOOGLE DEFINITION IMAGE: FLICKR-‐JONATHAN GOFORTH

4. “Greenwashing” Mentions Online IMAGE: FLICKR-‐STACIE SOURCE: GOOGLE DEFINITION

5. “CORPORATIONS ARE SEEING ‘ECO-FRIENDLINESS’ AS A KEY SELLING POINT – GREEN IS INDEED THE NEW BLACK IN PRODUCT MARKETING.” SOURCE: LABNEWS IMAGE: FLICKR-‐YOGURINHA BOROVA SOURCE: LABNEWS

6. BUT DOES GREEN MARKETING = SUSTAINBLE EARTH? IMAGE: FLICKR-‐ENTRER DANS LE REVE

7. The Green Gap “while more than 80% of American shoppers claim to want to make more sustainable choices, fewer than 20% follow through consistently when it comes to what they buy.” IMAGE: FLICKR-‐JOSH SOURCE: OGILVY EARTH

8. ToP REASONS CONSUMERS PURCHASE GREEN PRODUCTS 1) Environmental Benefit 2) Overall Value 3) Trusted Product TOP DETERRENTS TO GREEN PURCHASES SOURCE: ELON JOURNAL IMAGE: FLICKR-‐VALORA GROUP 1) Expensive 2) Advertising 3) Preferred Competition

9. FLAWED PERCEPTIONS IMAGE: FLICKR-‐NISHANTH JOIS

10. “More than 98 percent of 4,000 supposedly nature and eco-friendly products made false or misleading claims according to a study by environmental consulting firm TerraChoice.”SOURCE: LABNEWS IMAGE: FLICKR-‐STACY

11. “22% of products displaying green marketing had absolutely no evidence of reduced environmental impact.” SOURCE: LABNEWS IMAGE: FLICKR-‐MIKAEL TIGERSTROM

12. “Green marketing creates a false sense of engagement and action – that we can simply shop our way to environmental health.” SOURCE: LINKEDIN JOEL MAKOWER IMAGE: FLICKR-‐DANIEL KULINSKI

13. INSTEAD OF GREENWASHING . . . IMAGE: FLICKR-‐EMILY ORPIN

14. IMAGE: FLICKR-‐ELNE

15. “As consumers educate themselves, companies will have to perform more than just a clever marketing ploy and perhaps act more seriously on environmental issues to regain their respect and purchasing power.” SOURCE: LABNEWS IMAGE: ENVIRONMENTAL LEADER

16. “Transparency has become the new lingua franca in sustainability – a demand for companies to account for and report their impacts, commitments, goals and progress.” SOURCE: LINKEDIN JOEL MAKOWER IMAGE: FLICKR-‐BRADLEYPJOHNSON

17. IMAGE: FLICKR-‐ELNE

18. “90 percent of consumers agree that it’s their own responsibility to properly use and dispose of products, and 85 percent acknowledge the corporate role in providing such information.” SOURCE: GREENBIZ IMAGE: FLICKR-‐MARTIN PHOX

19. Green marketing is merely an advertising tactic. Sustainability begins with you. IMAGE: FLICKR-‐PEKKA NIKRUS

20. REFERENCES "Ecofrauds and LiHle Green Lies." Laboratory News. 26 Mar. 2010. Web. 24 May 2014. <hHp:// www.labnews.co.uk/comment/lab-‐rant/ecofrauds-‐and-‐liHle-‐green-‐lies/>. Flickr. Yahoo! Web. 23 May 2014. <hHps://www.ﬂickr.com/>. Makower, Joel. "5 Reasons Green Markebng Is Going Nowhere." Weblog post. LinkedIn. 12 Mar. 2013. Web. 24 May 2014. <hHp://www.linkedin.com/today/post/arbcle/20130312180239-‐127714-‐5-‐reasons-‐green-‐markebng-‐is-‐ going-‐nowhere>. OHman, Jacquelyn, and David G. Mallen. "5 Green Markebng Strategies to Earn Consumer Trust." Weblog post. GreenBiz. 14 Jan. 2014. Web. Post, Sponsor. "Why People Buy Greener Products (Hint: It Isn't Always Because They Love The Environment)." Business Insider. Business Insider, Inc, 19 Nov. 2013. Web. 21 May 2014. <hHp://www.businessinsider.com/sc/ why-‐people-‐buy-‐green-‐products-‐2013-‐11>. Richards', Lindsay. "Examining Green Adverbsing and Its Impact on Consumer Skepbcism and Purchasing PaHerns." The Elon Journal of Undergraduate Research in CommunicaCons Fall 2013 4.2 (2013). Web. IMAGE: FLICKR-‐BRANDON WARREN

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