Green Marketing Newsflash: Don't B.S. Consumers

Greenwashing has become so common, it's almost already jumped the shark. Companies trying to market their way into the green heart of the American consumer are finding the the BS filter is at an all-time high. Most people are SICK of bogus claims from large organizations.  We've seen too much, from the sex scandals to Ponzi schemes to going to war on a flimsy premise (we should have just said we were going into Iraq to overthrow an idiot and stabilize our long-term interests in the region...but that's a topic for another blog).

In this space, we've been preaching the importance of REAL value: the basic "so what" that your company and products bring to the table. Just because green and social responsibility is all the rage doesn't mean you need to shoehorn it into your message or mission. True, you should have a long-term plan to get inline with the evolving climate around environmental and social responsibility, but putting a bow-tie on a pig in the meantime sure ain't the answer.

A new study shows that:

• 31 percent of consumers say their first impression of a business touting its social engagement efforts is "just about the marketing." 
• Another 16 percent say they feel these efforts take a company away from its primary business focus. That means that almost half of consumers are skeptical of companies that are focusing on social issues, especially in cases where those efforts are inconsistent with an organization's primary business mission.

At the same time, and despite their skepticism, consumers believe that businesses have a responsibility to engage on social issues. In the words of the study's author: 

• "86 percent of consumers feel it is possible for and incumbent upon a profitable business to address social issues. But consumers are specific about that engagement. They want social engagement to be done in the context of a company's business strategy and mission."

So the message: focus on deliver the best product you can, communicate its value clearly and consistently, and only blend in cause-related messages when its completely germane to your mission and the sensibilities of your target group.  Then and only then will you message build goodwill.

And if you do have some serious good to talk about, don't be shy.  Be real, be humble, but don't be afraid to be loud. The American consumer may be getting smarter, but they sure haven't improved their attention span.

Come up with a way to do THAT, and then you'll really have a mission worth talking about.

Comments

[Glenn Todd]

Bindarri have released a report claiming Australia's first carbon neutral paper ENVI is a deceitful greenwash.

ENVI paper includes pulp from Australia's native forests. These forests include the worlds most carbon dense forests, biologically significant forests, and water catchments.

Bindarri outlines the "Sins of Greenwash" that ENVI have commited and discuss the loopholes ENVI use to claim that their logging is "certified" and "sustainable".

Read More...
http://www.bindarri.com.au/envi-carbon-neutral-paper/

[Invertir Dinero]

Great the consumers are the most important for all companies, they are its reason for being, for them we work. I think that these people are the most important.