greenwashing presentation
DESCRIPTION
Presentation by Tracey King at the Energising South East Asia Conference, March 2010 on GreenwashingTRANSCRIPT
Honesty in Green Marketing
Tracey KingBrand consultant
Great brands
Stand for something
Have a point of difference
A reason for being greater than afunctional purpose
“build emotional connections”
“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
“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
Spotto
Greenwashing
Making environmental marketing claims that are not true or are
stretching the truth
www.traceykingmarketing.com
Agencies be careful
Clients may not be telling you the truth
LG Caught Greenwashing
Australian Paper sourcing paper from native forests
Audi clean dieselView the video - http://www.youtube.com/watch?v=lB-CGSpdd24
Six sins of Greenwashing
1 Hidden tradeoffs – suggesting it is green basedon a narrow set of attributes eg recycled paper
2 Lack of proof – lack of tangible evidence eg % of post consumer waste
3 Vague claims – eg all natural, could be uranium or arsenic but still dangerous
4 Irrelevant claims – CFC free products
5 The lesser of two evils – organic cigarettes
6 Outright lies – false claims, eg energy rating
Terrachoice, 2009
Problem ‘green’ words
green
eco
environmentally friendly
environmentally safe
energy efficient
recyclable
carbon neutral
renewable
green energy
The future for green marketing
1 Companies embrace transparency
2 Customers will drive brand – not brand managers
3 Shifting conversations from outputs to inputs
4 Consumers invested in the total resourceconsumption of a product
5 Individual certifications to prove claims
6 Supply chain transparency
View the video:
http://www.youtube.com/watch?v=l_P_V0jk3Ig
A copy of this presentation can be viewed atwww.traceykingmarketing.com
Copyright, 2011