Greenwashing Presentation
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This document discusses honesty in green marketing and outlines common greenwashing practices. It notes that most Generation Y and X believe climate change is real, but many consumers are unwilling to pay more than 10% extra for green products. It identifies six types of misleading green claims like hidden tradeoffs, lack of proof, and outright lies. The document argues that future green marketing will embrace transparency, have consumers driving brands based on total resource use, and involve individual certifications to prove environmental impact claims.
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Greenwashing Presentation
- 1. Honesty in Green Marketing Tracey King Brand consultant
- 2. Great brands Stand for something Have a point of difference A reason for being greater than afunctional purpose “build emotional connections”
- 3. “Attitudes to climate change & green” 100% of Generation Y believe climate change is real 91% of Generation X believe climate change is real 50% of Australians believe it is caused by humans 60% don’t want to pay more than an extra 10% for green McCrindle Research, Attitudes to Climate Change, 2010
- 5. “Insights” “Everything that is not environmentally friendly should cost more and all things good for the environment should cost less.” “I believe environmentally friendly items should be cheaper so everyone can buy them. If they were we could all do a lot more.” McCrindle Research, Attitudes to Climate Change, 2010
- 7. Spotto
- 8. Greenwashing Making environmental marketing claims that are not true or are stretching the truth www.traceykingmarketing.com
- 10. Agencies be careful Clients may not be telling you the truth
- 11. LG Caught Greenwashing
- 12. Australian Paper sourcing paper from native forests
- 16. Audi clean diesel View the video - http://www.youtube.com/watch?v=lB-CGSpdd24
- 17. Six sins of Greenwashing Hidden tradeoffs – suggesting it is green basedon a narrow set of attributes eg recycled paper Lack of proof – lack of tangible evidence eg % of post consumer waste Vague claims – eg all natural, could be uranium or arsenic but still dangerous Irrelevant claims – CFC free products The lesser of two evils – organic cigarettes Outright lies – false claims, eg energy rating Terrachoice, 2009
- 19. Problem ‘green’ words green eco environmentally friendly environmentally safe energy efficient recyclable carbon neutral renewable green energy
- 22. The future for green marketing Companies embrace transparency Customers will drive brand – not brand managers Shifting conversations from outputs to inputs Consumers invested in the total resourceconsumption of a product Individual certifications to prove claims Supply chain transparency
- 23. View the video: http://www.youtube.com/watch?v=l_P_V0jk3Ig
- 24. A copy of this presentation can be viewed at www.traceykingmarketing.com Copyright, 2011
Editor's Notes
- This is my son Darcy. He is typical of what a marketer would call a generation Z, or digital native. All of our messages are put into the public space, affect not just adults, but children alike. These kids understand the digital world like no other. And we do need to manage their screen time. These guys are also very social.Social researcher Mark McCrindle’s research demonstrates that the greatest parenting challenge for parents with children under 12 is peer pressure and the role of advertising. My son Darcy and I play a game called “spotto” when we are out and about.
- In September 2006, LG had to pay back $3.1 million to consumers who had purchased one of five different LG air conditioners after it was discovered these models did not comply with energy efficiency claims conveyed on the labels.LG caught greenwashing again, this time in refrigerationPublished on Wed, 17/03/2010
- Australian Paper (AP), the manufacturer of ENVI has had a long history of sourcing fibre from native forests and has been subject to consumer boycotts.AP's Maryvale Mill in Gippsland Victoria will consume 350,000m3 of native forest pulp in 2009 [pdf pg 29] as well as producing pollutant emissions [link]. This mill produces its famous Reflex paper and some of the ENVI range. [link]"ENVI grades are exactly the same paper that AP already produces. The only difference is that they have had the associated greenouse gas emmissions calculated and offset with carbon credits" (quote from Dalton). Some of ENVI's range includes part recycled content such as "ENVI Recycled 50/50" while some of their papers such as "ENVI DM MATT" and "REFLEX CARBON NEUTRAL" contain no recycled content. [link]
- On 23 February 2010 the Federal Court declared that Prime Carbon Pty Ltd (Prime Carbon) made false or misleading representations in connection with its agricultural soil carbon credit services.
- Australia's big four banks financed more than $5 billion worth of coal projects in the past five years while promoting their green credentials, a report commissioned by Greenpeace has found.The environmental lobby says the ANZ, National Australia, Commonwealth and Westpac banks loaned more than six times the amount of money to coal mining, power stations and exporting than to renewable energy projects.The report by consultants Profundo found the ANZ, which recently topped the Dow Jones Sustainability Index, was the biggest financier of the coal sector.It put $650 million into coal power stations, $309 million into coal ports and $727 million into coal mining in that period.
- The ACCC has instituted legal proceedings against GM Holden Ltd, which supplies and markets Saab motor vehicles in Australia and trades as Saab Australia, alleging misleading and deceptive conduct and false representations concerning ‘green’ claims made in the advertising of Saab vehicles.Saab has now announced that the matter has been resolved. In settling with the ACCC, GM has agreed not to republish the original advertisement, to train all Saab marketing staff in relation to misleading and deceptive conduct in the context of ‘green’ marketing claims and to review this training as part of a scheduled review of its trade practices compliance program later this year.Going one step further, Saab is planning to plant an additional 12,500 trees which will offset an estimated 10 year's worth of carbon emissions from its vehicles. This brings the total to 47,500 new native trees to be planted, when combined with planned and current plantations.
- Play Audi clean diesel video clip from Youtube
- Mount Sustainability. We are a world that is in transition.What we need is a paradigm shift
- Marketers and agencies need to start to ask questions of their clients about their total value chain processes. Are the claims they want to make appropriate, relevant, useful and truthful?
- There are many more official programs becoming available that different industries can work with to demonstrate their compliance
- On a final note, here’s an example of a company that are really leading a change. Ray Anderson from InterfaceFlor carpets has turned his business around. It’s inspiration for many.