Mention the phrase green marketing and watch the reactions. Some are sceptical. Others enthusiastic. Most are slightly confused.
Definition of Green Marketing: Promoting a companies green efforts. Using green methods to do the promoting.
But how do you quantify green?
In the Coming Backlash Over Green Marketing Seth Godin says: “Marketers who truly care about the green thing should be scrambling right now to find a number or an organization that can defend the green brand. If not, it’s going to be worthless and a great opportunity for improvement is going to be lost.”
In today’s news from Brandweek:
- Coke Greens the Democratic National Convention (No wonder people are confused… now “green” is a verb!) Hybrid electric delivery trucks, which reduce emissions by 37%, were used to deliver its products.
- Anheuser-Busch Amplifies Green Message – By year’s end the company expects its breweries will create more than 5 billion 12-oz servings of beer by using renewable fuel.
I’ve always been cautious about promoting green marketing because it seems no matter how socially responsible you are, it’s not enough for the people who are “truly” green. It’s like giving good parenting advice, good financial advice or good health advice – to me it all is matter of a measure of degrees, but no one gets a perfect score.
In fact I used to tell clients that it is a slippery slope. If you take credit for the ways you are going green, you open yourself up for criticism that you’re not doing enough or not doing it right. Better not to say anything than to open yourself up to scrutiny.
But then last spring I noticed a trend in my business. Not only are my clients asking about using green marketing measurements and marketing their green efforts, but several of the companies we represent are dedicated to producing products that solve environmental problems. Now if that isn’t green, I’m really not sure what is.
But still, if I mention green marketing in a group — I get scoffs like I mentioned ”snake oil”, hear stories of how the recycled trash gets put with the regular trash after hours by the cleaning staff, and see raised eyebrows of confused.
So maybe the problem with green marketing is being considered green enough?
Meanwhile, we’re learning about LEEDS certification, cavitation to create alternative fuels, the chemistry of carbon black and the differences of soy based inks printed on recycled paper stocks. Oh and we’re trying to separate and recycle our trash at the office in a town that doesn’t offer recycling.
Read more about our green marketing efforts at the company website.
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Chris, I agree that some of these efforts can be confusing. I have worked with a CEO who is the head of a leading engineering firm in our city. He helps organizations to create a sustainable environment. For instance he had a plan to gather the rain water off the roof of very flat schools and to recycle it in toilets and other places where it would work to meet needs. He also improved the quality of the air inside the buildings. His work makes lots of sense. But some of the ones you mention, I agree, are very far fetched.
Did they seem a little like creating Reeboks with Kool Aid freshness – a mixed bag that loses the full force of of the brand?