Green marketing involves developing products and services that satisfy customer needs and wants without harming the environment. It provides business benefits like reducing activist pressure, attracting employees, improving community relations, enhancing brand image, and appealing to socially responsible investors. Companies should communicate their genuine environmental efforts and achievements through measurable projects in areas like energy, materials, land use, transportation, water, waste, and air quality using various media channels. However, misleading claims about a company's environmental practices or a product's green benefits are considered "greenwashing."
2. Green marketing involves developing and promoting
products and services that satisfy your customers wants
and needs for quality, performance, a鍖ordable pricing
and convenience without having a detrimental impact
on the environment.
Source: MIT Sloan Management Review: The Business of Sustainability, 2009.
4. The Business Case
reduced pressure from activist
groups and the media,
increased ability to attract and retain
high quality employees,
improved community relations,
enhanced brand image,
stronger customer loyalty, and
increased appeal to socially responsible
investors and portfolio managers.
Source: MIT Sloan Management Review: The Business of Sustainability, 2009.
5. Shout it out
If youre doing ecological
good, tell all of your
stakeholders current and
prospective.
6. What to tout?
Only tout those projects
that have been
meticulously measured.
Energy Conservation
Material Sourcing
Land Use
Transportation
Water Conservation
Solid Waste Reduction
Air Quality
Storm Water Impact
10. 7 Sins of Greenwashing
Greenwash
The act of misleading
consumers regarding the
environmental practices of
a company or the
environmental bene鍖ts of a
product or service.
11. Sin of the
Hidden
Trade-o鍖
Suggests that a product or
service is green based on an
unreasonably narrow set of
attributes without
attention to other
important environmental
issues.
12. Sin of
No Proof
An environmental claim
that cannot be
substantiated by easily
accessible supporting
information or by a reliable
third-party certi鍖cation.
13. Sin of
Vagueness
A claim that is so poorly
de鍖ned or broad that its
real meaning is likely to be
misunderstood.
14. Sin of
Irrelevance
An environmental claim
that may be truthful by is
unimportant or unhelpful
for consumers seeking
green products or services.
15. Sin of
Lesser of
Two Evils
An environmental claim
that may be true but risks
distracting the consumer
from the greater
environmental impacts.
16. Sin of
Fibbing
Making environmental
claims that are simply false.