Chain Leader

Vaughan Lazar

Avoid Greenwashing
June 19, 2008

Societal trends have steered business practices for hundreds of years. When consumers express interest, businesses respond to the call. So it's no big surprise to see companies try to grab hold of the marketing value of the "green" movement. Unfortunately, it creates consumer skepticism and, as a result, true green brands lose their credibility because of others' bandwagon approach.

As a socially conscious company, you should put your money where your mouth is. After all, reality is the dividing line between those walking the walk and those talking the talk. So tell the world about what you are doing that distinguishes your green practices from the wannabes. Stating the truth about what you're doing for the better good of society will enable you to earn the loyalty of the socially conscious community. 

Tell your green story without the fluff; just state the facts. There's no need to sell your consumer on what you're doing. As long as you're doing it and you believe in why you're doing it, then you're singing the right tune. Where a lot of companies miss the mark is they try to focus on what they're doing that's good for the environment while downplaying the negative things they're doing. Sincerity is crucial. Fakeness is transparent and, if exposed, can significantly damage a brand's image and credibility with their consumers, ultimately, hurting their bottom line.

If you're going to do it, do it right. Capturing respect from the green community is much more than marketing to them. No matter how good of a spin doctor you are, the green consumer is an educated consumer that will expose any brand's phony environmental facade. If you're looking to capture their loyalty and haven't been concerned with the environment in the past, it's going to take a lot more than starting a recycling program or simply pointing out pre-existing green facts about your products. It takes evaluating your entire business from an environmental perspective and changing the way you do business altogether to better support the environment. Then, by all means, announce what you've done to promote a more socially responsible future. Take a stance on environmental issues in your industry. Become a voice in the green movement and motivate others, including individuals and businesses alike, to follow in your footsteps.

Taking this approach requires education and patience. Don't rush green practices into your business model. Start small with one or two initiatives and build on it from there. As you push the envelope on your environmental approach, communicate your approach to your consumer. Explain how it makes a difference and back it up with hard evidence.

Posted by Vaughan Lazar on June 19, 2008 | Comments (3)