The green industry has exploded into a multi-billion dollar phenomenon. No company wants to risk that their brand become associated with pollution, dangerous materials, wastefulness, or overall bad energy practices.
Businesses today are eager make themselves look more environmentally friendly than they really are by using words like “green,” “natural,” and “organic.” This practice of “greenwashing” does not always go un-noticed and could lead to claims of fraud, unfair competition, breach of contract, and customer backlash. Protect your company and your markets to ensure claims of greenwashing do not confuse or mislead your consumers. We’ll discuss the consequences of greenwashing, enforcement options, tips for developing environmentally-friendly branding programs, and strategies for creating new trademarks.
Brita, Burt's Bees, and Greenworks - Leveraging Sustainability at CloroxSustainable Brands
Burt's Bees, Brita and GreenWorks? All successful companies with a positive sustainable image and brand power in a struggling economy...Discover how they manage to grow and thrive with Mike Kraft of The Clorox Company!
Buying medical scrubs online might be the best solution for busy professionals. Online shopping is becoming increasingly more popular and there are many benefits to taking this approach. Take a look at some of the past years online shopping trends as well as the main benefits to avoiding retail stores.
Leveraging Environmental Sustainability at Clorox with Brita, Burt's Bees, an...Sustainable Brands
Presentation on sustainability, marketing, product development, and portfolio management at Clorox with Burt's Bees, Brita, and Greenworks.
Learn more about Sustainable Business & Design at: http://sustainablelifemedia.com
Brita, Burt's Bees, and Greenworks - Leveraging Sustainability at CloroxSustainable Brands
Burt's Bees, Brita and GreenWorks? All successful companies with a positive sustainable image and brand power in a struggling economy...Discover how they manage to grow and thrive with Mike Kraft of The Clorox Company!
Buying medical scrubs online might be the best solution for busy professionals. Online shopping is becoming increasingly more popular and there are many benefits to taking this approach. Take a look at some of the past years online shopping trends as well as the main benefits to avoiding retail stores.
Leveraging Environmental Sustainability at Clorox with Brita, Burt's Bees, an...Sustainable Brands
Presentation on sustainability, marketing, product development, and portfolio management at Clorox with Burt's Bees, Brita, and Greenworks.
Learn more about Sustainable Business & Design at: http://sustainablelifemedia.com
A white paper covering the best methods for presenting consumers with recycling and disposal messages across multiple categories and arriving at a simple, standard solution.
Consumer Reports - Misleading Use of Organic Claims on Personal Care Products v2zq
Consumer Reports - Misleading Use of Organic Claims on Personal Care Products - Resources for Healthy Children www.scribd.com/doc/254613619 - For more information, Please see Organic Edible Schoolyards & Gardening with Children www.scribd.com/doc/254613963 - Gardening with Volcanic Rock Dust www.scribd.com/doc/254613846 - Double Food Production from your School Garden with Organic Tech www.scribd.com/doc/254613765 - Free School Gardening Art Posters www.scribd.com/doc/254613694 - Increase Food Production with Companion Planting in your School Garden www.scribd.com/doc/254609890 - Healthy Foods Dramatically Improves Student Academic Success www.scribd.com/doc/254613619 - City Chickens for your Organic School Garden www.scribd.com/doc/254613553 - Huerto Ecológico, Tecnologías Sostenibles, Agricultura Organica www.scribd.com/doc/254613494 - Simple Square Foot Gardening for Schools - Teacher Guide www.scribd.com/doc/254613410 - Free Organic Gardening Publications www.scribd.com/doc/254609890 ~
Mr. Mark McCully - The Role of Traceability in Branded BeefJohn Blue
The Role of Traceability in Branded Beef - Mr. Mark McCully, Vice President, Production, Certified Angus Beef, from the 2018 NIAA Annual Conference, Livestock Traceability: Opportunities for Animal Agriculture, plus the Traceability and the Real World Interactive Workshop, April 10 - 12, Denver, CO, USA.
More presentations at https://www.youtube.com/channel/UCeUDeS810OcOfuEYwj1oHKQ
Push Your Creativity - Universitas Semarang.Nico Wijaya
Slide materi di Kuliah Umum Jurusan Komunikasi Universitas Semarang bekerja sama dengan RoTI Fresh.
19 Maret 2012.
Isi slide lebih banyak memberikan gambaran apa yang sedang terjadi di dunia online saat ini yang berkaitan dengan dunia komunikasi.
Mengkolaborasikan gambaran dunia Advertising, fotografi, dan broadcasting di dunia online.
Isi slide lebih banyak file-file video. Sorry tidak bisa mengaplod file-file video tersebut ke slideshare.
Today there is an ever-increasing pressure to get more out of the marketing, communications and research budgets. This demand is compounded by the need to reduce the time it takes to collect feedback, capture insights and discover new knowledge! Now more than ever, we need affordable access to quality online tools that are able to deliver actionable insights at a fraction of the cost of traditional face-to-face methods.
A white paper covering the best methods for presenting consumers with recycling and disposal messages across multiple categories and arriving at a simple, standard solution.
Consumer Reports - Misleading Use of Organic Claims on Personal Care Products v2zq
Consumer Reports - Misleading Use of Organic Claims on Personal Care Products - Resources for Healthy Children www.scribd.com/doc/254613619 - For more information, Please see Organic Edible Schoolyards & Gardening with Children www.scribd.com/doc/254613963 - Gardening with Volcanic Rock Dust www.scribd.com/doc/254613846 - Double Food Production from your School Garden with Organic Tech www.scribd.com/doc/254613765 - Free School Gardening Art Posters www.scribd.com/doc/254613694 - Increase Food Production with Companion Planting in your School Garden www.scribd.com/doc/254609890 - Healthy Foods Dramatically Improves Student Academic Success www.scribd.com/doc/254613619 - City Chickens for your Organic School Garden www.scribd.com/doc/254613553 - Huerto Ecológico, Tecnologías Sostenibles, Agricultura Organica www.scribd.com/doc/254613494 - Simple Square Foot Gardening for Schools - Teacher Guide www.scribd.com/doc/254613410 - Free Organic Gardening Publications www.scribd.com/doc/254609890 ~
Mr. Mark McCully - The Role of Traceability in Branded BeefJohn Blue
The Role of Traceability in Branded Beef - Mr. Mark McCully, Vice President, Production, Certified Angus Beef, from the 2018 NIAA Annual Conference, Livestock Traceability: Opportunities for Animal Agriculture, plus the Traceability and the Real World Interactive Workshop, April 10 - 12, Denver, CO, USA.
More presentations at https://www.youtube.com/channel/UCeUDeS810OcOfuEYwj1oHKQ
Push Your Creativity - Universitas Semarang.Nico Wijaya
Slide materi di Kuliah Umum Jurusan Komunikasi Universitas Semarang bekerja sama dengan RoTI Fresh.
19 Maret 2012.
Isi slide lebih banyak memberikan gambaran apa yang sedang terjadi di dunia online saat ini yang berkaitan dengan dunia komunikasi.
Mengkolaborasikan gambaran dunia Advertising, fotografi, dan broadcasting di dunia online.
Isi slide lebih banyak file-file video. Sorry tidak bisa mengaplod file-file video tersebut ke slideshare.
Today there is an ever-increasing pressure to get more out of the marketing, communications and research budgets. This demand is compounded by the need to reduce the time it takes to collect feedback, capture insights and discover new knowledge! Now more than ever, we need affordable access to quality online tools that are able to deliver actionable insights at a fraction of the cost of traditional face-to-face methods.
Talk about ideas, stories and introduction how to create a creative video content.
*Guest lecturer at the Faculty of International Relations, Gadjah Mada University(2 Apr 2011).
LOHAS marketers know the value of terms like “biodegradable”, “environmentally-friendly”, and “recycled” – these are the buzz words that communicate the value of our product or service. But, when you use these terms, could you be deceiving your customer? Are you adequately verifying your environmental claims? Your environmental marketing may be falling short based on newly proposed changes to the FTC’s Green Guides. You can’t afford to be complacent about meeting these new guidelines, as the Commission has brought action against companies whose green marketing claims failed their standards, resulting in years of litigation and millions in court fees. Marcos Cordero, CEO of the Green Business Bureau, will lead this highly-informative breakout session where he will cover the proposed changes and offer you tips on how you can make sure that your green claims measure up. A must-attend for LOHAS marketers and business owners.
Del Percio 2011 Greenbuild Legal Forum Presentation - FTC Green GuidesStephen Del Percio
This presentation analyzes the recent changes to the FTC Green Guides in the context of marketing green buildings and real estate, using images of actual green building projects to suggest best practices for owners and operators.
This is about the green washing Greenwashing is a practice followed by organisations in which unsubstantiated or misleading claims are made of the environmental and social attributes of a product, service or the company as a brand.
Background The aggravation of environmental problems has led companies to seek the development and commercialization of green products. Some companies mislead their stakeholders through a phenomenon called greenwashing. Results This paper aims to explore the phenomenon of greenwashing through a systematic literature review in search of its main concepts and typologies in the past 10 years. This research has followed the proceedings of a systematic review of the literature, based on the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA). We identified a major classification of greenwashing: firm-level executional, firm-level claim, product-level executional, and product-level claim. Conclusion It was possible to highlight and catalog the types of the phenomenon. A structure based on such type has been observed in the literature.age 2 of 12deFreitasNettoetal. Environ Sci Eur (2020) 32:19 companies integrate social and environmental concerns in their business operations and in their interaction with their stakeholders on a voluntary basis” [13].To reach the integration of social and environmental concerns in business operations companies must be sus-tainable and socially responsible [1], not only economi-cally. ey have to aim the three bottom lines: economic, environmental and social performance or people, planet and profit [12].Sustainable development is defined by “development that meets the needs of the present without compromis-ing the ability of future generations to meet their own needs” [51]. e growing demand “drives firms to develop green marketing strategies to show consumers their good corporate image and social responsibility” ([53], p. 740).Since reported by Delmas and Burbano [11], the green market is proliferating. Consumer, capital markets, prod-ucts, services, and firms have been expanding. As there is an increase in green markets, it is followed by the phenomenon of greenwashing [28]. e phenomenon is defined as “the intersection of two firm behaviours: poor environmental performance and positive communication about environmental performance” ([11], p. 65).ere are many different definitions of greenwashing, in various perspectives. is review attends to search the recent literature to identify the different definitions of greenwashing and its forms. e primary purpose of this article is to analyze the different typologies and charac-teristics of greenwashing. In order to achieve the objec-tive, we sought to systematically review the last 10years in the literature. A systematic past decade, stakeholders like investors, consumers, governments, and corporate customers are increasing the pressure on companies to disclose information about their environmental performance [25,30)
ASCI has issued its guidelines to prevent false pro-environment claims, also known as greenwashing, that has been seen across sectors. They aim to ensure that environmental claims made by advertisers are reliable, verifiable, and transparent. Consumers are increasingly demanding products and services which minimise harm to, or have a positive effect on, the environment.
Strategy>Shift guide: 9 Ways to Promote Sustainability without GreenwashingThinkshift Communications
Avoiding greenwashing is a real communications challenge—even for the most sustainable companies. That telltale streak of hyperbole is easy to spot when others are doing it, but much harder to see in your own marketing. At the same time, audiences are more skeptical than ever—and they have the means to call you on it when you overreach.
That’s no reason to shy away from promoting environmental benefits, though. Follow the advice in our "9 Ways to Promote Sustainability without Greenwashing" Strategy>Shift guide, and you can make your case with confidence. It gives you a concise set of guidelines and why they matter, plus tips for staying inside the lines.
6. 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.
7. feedstock zero-impact feedstock content ECO-SMART eco-friendly sustainable sustainability renewable renewable resource life cycle recycled recyclable biodegradable degradable photodegradable compostable RENEWABLE BIO-BASED NATURAL CONTENT environmentally friendly earth-friendly ozone-friendly cradle to cradle cradle to grave CARBON OFFSETS renewable energy credits carbon neutral carbon footprint CLEAN ENERGY environmentally preferable environmentally safe environmentally safe naturally derived non-toxic energy intensity energy efficient Bioenergy greenhouse gases environmental management systems (EMS) alternative fuels green purchasing
28. Dispoz-O “Enviroware” Products NAD Claim #4990 (2009) “ Enviroware cutlery, straws, hinged containers, plates, bowls and trays are 100% biodegradable and come with a certificate of biodegradability.”
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Editor's Notes
The Business Week global warming issue in December gave the issue significant coverage (a couple of pieces were included in your pre-reading) An upcoming issue of Forbes will deal with climate change
Brief History of Greenwashing In the late 1980s and early 1990s when professional purchasers and individual consumers first became interested in buying “green” products, the following kinds of claims began appearing on products: Essentially non-toxic. Earth-friendly. Eco-safe. One-hundred percent natural. Environmentally safer. Made with non-toxic ingredients. Earth smart. Ozone safe. Manufacturers were using the terms indiscriminately and without any attempt to clarify their meaning. Consumers were rightly confused about the meaning of the claims. Following numerous consumer complaints, the U.S. Federal Trade Commission (FTC), which enforces a wide variety of consumer protection laws, began investigating what the FTC Chair at the time referred to as “advertising pollution.” As part of its investigation, the FTC identified a variety of deceptive advertising practices including manufacturers making unsubstantiated environmental claims and misleading consumers about the environmental benefits of their products. Following its investigation, the FTC issued its Guides for the Use of Environmental Marketing Claims in 1992 outlining acceptable and unacceptable environmental marketing practices. They were revised and updated in 1998. The FTC guidelines require manufacturers to provide specific details explaining any environmental claim without overstating an environmental attribute or benefit. According to the guidelines, generic claims of “environmental preferability,” “environmentally friendly,” or “Earth smart” are to be avoided because they do not provide purchasers with any specific information that can be used to compare products. Such claims are unacceptable without an accompanying explanation detailing the specific environmental requirements necessary to justify the claim. After the FTC published its guidelines, the most egregious greenwashing claims, including the use of terms such as “essentially non-toxic” and “environmentally safe,” began to decrease. Manufacturers became much more selective and accurate with many of their environmental claims.
The New Face of Greenwashing While greenwashing decreased following the release of the FTC guidelines, it did not completely disappear. In fact, as demand for more environmentally preferable products rises, greenwashing appears to be reemerging as an important concern for purchasers and other supply chain professionals. A forthcoming study of modern greenwashing practices identifies the following six greenwashing “sins.” Sin of Fibbing – While rare, some manufacturers do mislead customers about the actual environmental performance of their products. Some manufacturers have claimed that their products meet the environmental standards developed by EcoLogo or Green Seal when it is clear they do not. The EcoLogo program even has a fraud advisory section on its website warning purchasers about misuses of the EcoLogo certification mark. (See < www.environmentalchoice.com/English/ECP%20Home/>.) Sin of Unsubstantiated Claims – Also known as the sin of “just trust us,” some manufacturers are unable to provide proof of their environmental claims. Others use words like “green” or “eco” in their corporate or product names and hope no one asks for details. All environmental claims should be verified by an independent certifying body or auditor or the manufacturer should be willing and able to provide the necessary documentation to prove a claim when it is requested. Purchasers should be able to easily verify the recycled-content of a product or to learn whether it contains any ingredients of concern. Sin of Irrelevance – Some manufacturers make factually correct environmental assessments that are no longer relevant for the particular product category. As an example, many aerosol products continue to make “CFC-free” claims even though CFCs have been banned in these products since 1978. These accurate but irrelevant environmental claims can confuse even savvy purchasing professionals. Sin of the Hidden Trade-Off – Many products make bold claims about a single environmental attribute, which can lead purchasers to mistakenly believe that it is the only environmental attribute of concern for a particular product category. A cleaning product manufacturer, for example, is currently displaying an environmental certification mark documenting that its cleaning products are manufactured in a facility powered by renewable energy, which is clearly a beneficial environmental feature. The product makes no claims, however, about the potential human health or environmental hazards of the product itself. Purchasers could easily be misled by the certification mark to believe that the product is safer or uses safer ingredients than its competitors when that may not be true. Review products with single attribute claims carefully. Sin of Vagueness – Broad, poorly defined environmental claims continue to make it challenging for purchasers seeking high quality environmentally preferable products. A vague claim like “100 percent natural,” for example, can be very misleading because some naturally occurring substances such as arsenic and dioxin can be very harmful to human health. Legitimate environmental claims are not vague. Sin of Relativism – A product can be the most environmentally preferable product in its class, but still be an inappropriate choice. The most fuel-efficient sport utility vehicle (SUV), for example, is still less preferable if a mid-sized passenger car will suffice.