Establishing Credibility and Avoiding Greenwash in Sustainability Communications
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Presentation on credible sustainability and green marketing communications from Scot Case of Terrachoice Learn more about Sustainable Business & Design at: http://sustainablelifemedia.com
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Establishing Credibility and Avoiding Greenwash in Sustainability Communications
- 1. Establishing Credibility and Avoiding Greenwash Scot Case TerraChoice
- 2. Green is Suddenly Everywhere ©Scot Case, TerraChoice Environmental Marketing, 2008
- 3. …Even Soap Opera Digest ©Scot Case, TerraChoice Environmental Marketing, 2008
- 4. Environmental Claims are Growing •Eco-safe •Made with non-toxic ingredients •Environmentally friendly •Degradable •Earth friendly •Biodegradable •Earth smart •Compostable •Environmentally safe •Environmentally safe •Environmentally preferable •CFC-free •Essentially non-toxic •Ozone friendly •Practically non-toxic •Recyclable ©Scot Case, TerraChoice Environmental Marketing, 2008
- 5. Beware of Greenwashing Green∙wash (grēn'wŏsh', -wôsh') – verb: the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service WARNING: Learn to ask critical questions or you might be selling products with creative marketing rather than products with legitimate environmental benefits. ©Scot Case, TerraChoice Environmental Marketing, 2008
- 6. Six “Sins” of Greenwashing •Sin of Fibbing – Misleading customers about the actual environmental performances of their products. •Sin of No Proof – Also known as the sin of “just trust us,” some manufacturers are unable to provide proof of their environmental claims. • Sin of Irrelevance – Factually correct, but irrelevant, environmental assessments (e.g., “CFC-free”) • Sin of the Hidden Trade-Off – Focusing on one or two environmental facts, but ignoring other significantly more important environmental concerns. ©Scot Case, TerraChoice Environmental Marketing, 2008
- 7. Six “Sins” of Greenwashing •Sin of Vagueness – Broad, poorly defined environmental claims (e.g., “100 percent natural”) •Sin of the Lesser of Two Evils – A product can be the most environmentally preferable product in its class, but still be an inappropriate choice (e.g., “organic cigarettes”) ©Scot Case, TerraChoice Environmental Marketing, 2008
- 8. To Avoid Greenwashing… The environmental standards most frequently cited by purchasing professionals include: <www.ecologo.org> <www.energystar.gov> <www.greenseal.org> •Founded 1988 •Founded 1992 •Founded 1989 •120 standards •50 standards •30 standards •7,000 certified products •“Thousands and thousands” of •2,000 certified products certified products ©Scot Case, TerraChoice Environmental Marketing, 2008
- 9. Lots of Labels Around A partial list of labels currently being used: •Blue Angel •EPEAT •LEED •CFPA •EU Flower •MSC •CPG •Fair Trade •Nordic Swan •DfE •FSC •Process Chlorine Free •Eco Mark •GBI •SCS •EcoLogo •Good Green Buy •SFI •Ecomark •Green Label •TCO •Eco-OK •Green Seal •Totally Chlorine Free •Energy Star •GREENGUARD •USDA-Organic •Environmental Choice •Greenstar •WaterSense ©Scot Case, TerraChoice Environmental Marketing, 2008
- 10. Comparing Eco-Labels WARNING: Not All Environmental Claims Are Created Equal Learn to ask about: •Type of standard •Validity of the standard •Standard setting process •Verification process ©Scot Case, TerraChoice Environmental Marketing, 2008
- 11. North America (ISO Type I) <www.ecologo.org> <www.greenseal.org> Global Ecolabelling Network: <www.gen.gr.jp> ©Scot Case, TerraChoice Environmental Marketing, 2008
- 12. Other Important Standards ©Scot Case, TerraChoice Environmental Marketing, 2008