Lest you commit one of The Six Sins of Greenwashing, take a good look at this list of things you can do and things to avoid. Junxion Strategy, Vancouver BC, a social and environmental marketing strategy firm, has some good advice.
Do this:
- Consider from all angles why consumers or clients purchase your products.
- Move away from the language of sacrifice.
- Align your claims with both the product and the way your company operates.
- Use your environmental challenges and trade-offs as a way to engage your customers.
- Don’t overtrump the facts.
- Find ways of linking your brand to related causes.
- Involve your employees.
- Don’t trumpet the fact that “we’re green now.”
- Don’t use vague messaging or images.
- Don’t talk about commitments.
- Don’t overlook leveraging the web and positive word of mouth.
Read the details behind these points in Green Marketing in an Era of Greenwashing, by Junxion Strategy.
A special thanks to Olga Orda, fellow "greenie" for pointing to Junxion Strategy.
