Before you jump on the GREEN bandwagon, do your homework to make sure your GREEN messaging is true and accurate. If you don’t, you could easily be accused of “GreenWashing” by stretching the truth. You need to conduct detailed environmental and social-impact assessments on each GREEN-related promotion you roll out. Anything less could lead to eco-friendly claims that ring hollow falling far short of the results you were anticipating.Make it a practice to tout third party GREEN product certifications when possible for more credibility. Avoid quoting potentially biased sources that could lead to blatant green-washed claims. Applying similar protocols can help ensure the integrity of your company’s GREEN messages.
For example, Give Something Back Business Products out of San Francisco - www.givesomethingback.com - makes sure its GREEN marketing messages adhere to a 4-point checklist. GSB’s director of sustainability, Stephanie Schlecht, says that each green promotion must
• Be as specific as possible. All claims must be made in the context of the company’s wider sustainability program.
• Be as transparent as possible. The company openly promotes its green goals and shares stories about how it does or doesn’t achieve those goals.
• Be as relevant as possible. Any claims must accurately relate to a product’s connection to specific environmental issues throughout the product’s entire life cycle.
• Be a resource. The company considers outreach and education an integral part of its value proposition, so sustainability messages must reflect that standard.
Following such guidelines will keep your company’s GREEN messaging up front and credible and far from any potentially unprofitable GreenWashed promotions.
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