Comments on: Green Marketing or Greenwashing? You Decide.

By: Jennifer

Jennifer — Wed, 13 May 2009 13:10:21 +0000

It seems to be that the product is being marketed as Carbon Neutral. However, in today’s day and age – without some sort of certification, or third party endorsement of their claims, their point is mute. Two companies that I work with have carbon neutral products – they come with hang tags that specifically clarify the process as well as the third party certification. This giant hanging billboard seems to only call attention – hopeful they had additional marketing materials that described the tedious process of offsetting the environmental impact of their lighting.

By: Jen Boynton

Jen Boynton — Tue, 12 May 2009 11:39:11 +0000

Thanks Heather! What a great challenge from the road.
As those upthread have alluded to, there are legitimate greening efforts a lighting company can get involved in– namely the promotion of efficient lighting systems. The fact that this company’s green claims are about buying carbon offsets to offset… anything… shows they don’t totally get it. My money is on this effort being purely for their business operations.

By: Dix Henneke

Dix Henneke — Tue, 12 May 2009 11:34:04 +0000

Obviously, it is not clear which of these the banner copy is referring to. Perhaps the real question should be: Did the company INTEND this vagueness and if so is this a deliberate attempt to get more green mileage out of the efforts and expense they have invested to reach “carbon neutral” in a single area, or was it simply a case of poor copy writing?

By: Nicolas Ceasaar

Nicolas Ceasaar — Tue, 12 May 2009 11:21:33 +0000

It has been mentioned to me in the past that being Carbon Neutral is as much the same as paying a pet protection charity $10 a month so that you can kick your dog. Makes you feel better, but changes nothing. My vote is unless its material and substantive, its greenwash.

By: Anonymous

Anonymous — Tue, 12 May 2009 09:33:53 +0000

I’d more more interested in knowing how the lighting helps companies achieve efficiency than whether or not these guys themselves are carbon neutral. In that sense, they’re obviously “marketing” to someone…

By: Dale S

Dale S — Tue, 12 May 2009 08:20:48 +0000

It’s kind of hard to tell without a little context? So I guess the answer is both. We have no idea who they are and since everyone in town is now claiming to be carbon neutral via one method or another, I’m not super impressed. It’s better than just saying they’re “green”, however.