Greenwashing

A term merging the concepts of “green” (environmentally sound) and “whitewashing” (to conceal or gloss over wrongdoing). Greenwashing is any form of marketing or public relations that links a corporate, political, religious or nonprofit organization to a positive association with environmental issues for an unsustainable product, service, or practice.

In some cases, an organization may truly offer a “green” product, service or practice. However, through marketing and public relations, one is wrongly led to believe this “green” value system is ubiquitous throughout the entire organization.



New 1% Rule Proposed for Reporting On Energy-Savings

We have certifications for organic claims, guides for green marketing, why not impose a new rule of thumb for news articles about energy-saving products or projects? David MacKay of The Guardian proposes a rule that a device or project can only be reported in the public arena if it leads to energy savings of at [...]

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FTC Ensures Truthfulness of Environmental Marketing Claims

“Best tasting.” “Preferred by doctors.” “Will change your life forever.” When it comes to advertising, brands are obviously not allowed to say anything they feel like. And yet when it comes to environmental claims, many still seem to think that they can. Sadly, they often get away with it. Look at 7-Up with their “100% [...]

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How to Greenwash Better

Thoughts from Seth Bauer Presented at Sustainable Brands ‘09 Greenwashing is nearly impossible to avoid. No matter how credible, clear and consistent your message, someone can always find a flaw in your marketing claims. The media that monitor green claims serve an important function, protecting consumers from deceptive marketing practices. But with so much focus [...]

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Greenwashing? Tropicana Teams Up With Cool Earth to Save the Rainforest

Tropicana, a subsidiary of PepsiCo, Inc., has teamed up with Cool Earth, an international non-governmental organization, to launch the “Rescue the Rainforest,” campaign to protect endangered rainforests. This campaign will run through 2009 and their goal is to protect 15,000 acres.

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Coke Looking to Lead on Sustainability

Walmart is now the largest supplier of Organic Milk, Chevron is spending millions asking consumers to drive less and Clorox recently launched a green cleaning product. Is it possible there has been a fundamental shift in the priorities of big business? Or has Hell just had it’s first frost?
The Coca-Cola Company seems to believe sustainability is a matter of sound business strategy in next millennium. Which is why in August of 2008, The Coca-Cola Retailing Research Council (CCRRC) brought the most knowledgeable environmental experts in the world together with the 150 largest retailers in the world – the purpose, “Responding to the Growing Concern for the Environment.”

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A Sustainable Pesticide Company?

A few weeks ago the Dow Chemical Company released its 2007 Global Reporting Initiative (GRI) Sustainability Report with UN Global Compact Communication on Progress. The report received an “A+” from the GRI, the first time in the five years Dow since reporting began. The report states that the vision of the company is to be [...]

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Greenwashing – An Advertising Professional’s Insights

A recent column in Adweek addressing greenwashing in the advertising industry warns that if new regulations are being implemented to curb greenwashing this would negatively affect innovation in the industry…

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Bright Green Consumers and the Scourge of Greenwashing

A couple of news items I’ve come across lately regarding green consumers and the marketers that market to them: First is a recent Forrestor Research study entitled “In Search of Green Technology Consumers” that find an increase in consumers the profess an active concern for the environment and a willingness to spend extra for green products from an [...]

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