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The term ‘Greenwashing’ has become a known phenomenon in recent years and refers to false or misleading green marketing claims.
One of the challenges that companies face today is how to green their brands and avoid greenwashing. What should be their branding strategy? How can green branding be done right?
Greenwashing can make a company appear to be more environmentally conscious than it really is, differentiate its products or services from competitors, and mislead the stakeholders, affiliates, suppliers, and the general public about their sustainability benefits.
A study by TerraChoice Environmental Marketing found that the majority of products labeled as "green" do not live up to their claims. Typical conduct of greenwashing includes changes in packaging, unsubstantiated advertising or branding, superficial or partial sustainability claims, and misleading communication – all directed at grabbing customers’ attention and creating a favorable eco public image.
The problem is that with the growth in environmental and sustainability awareness, greenwashing may create cynicism and doubts about any environmental claims. Although a welcome undertaking, changing light bulbs to CFL or LED in headquarters, doesn’t earn a ‘we are green company’ label.
At the SDForum’s Marketing SIG event on March 8, 2010, Kevin Heney, the founder and executive director of the Silicon Valley Brand Forum presented “Best strategies for brand building”.
There are many varying approaches to building a strong brand and a wide range of ideas about exactly what a brand is - especially in Silicon Valley, the technology capital of the world.
Mr Heney has over twenty years experience managing identity, creative services and brand for high tech companies in Silicon Valley. In 2000, he founded the Silicon Valley Brand Forum, an organization dedicated to providing a forum for brand professionals to share best practices and challenges in brand management.
When it comes to greening brands, Mr. Heney said that the same basic principals of building strong brands apply here, too: companies must “Walk the talk.” Sustainability efforts need to be done without ignoring the brand.
Heney defined branding as the combined perception that all audiences have of a company, over time. Branding is not optional. Since audiences actually create the brand, i.e. shape the perception of a business, a service or a product – companies must put attention to it, follow through claims, and manage their brand.
Customers buy brands, not products, and base their decisions on trust, therefore branding must be consistent, clear and true. As business environments change, adjusting and communicating on an ongoing basis are essential. “It’s not going to happen overnight to build a strong brand,” said Mr. Heney.
Read more about the best strategies for branding - "How to 'green' your brand and gain trust?"
- Sustainability best practices among leading companies
- Successful sustainability initiatives in corporate America
- The consumer perspective of going green
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NETWORKING EVENTS
1. CLIMATE CHANGE AND THE FUTURE LOW CARBON ECONOMY
When it comes to greenhouse gas emissions, the US produces too much, and both China and India are growing too fast. Dave will discuss the role of carbon markets, foot-printing, conservation, energy management, green innovation, mandates, and legislation in averting the climate crisis.
Hosted by Eco-Tuesday of Silicon Valley and presented by Dave Rochlin, Founder and CEO of Climate Path.
When: March 23rd, 2010 6:30 PM through 9:00 PM
Location: Wild Palms Hotel, 910 E. Fremont Avenue, Sunnyvale, CA 94807
Registration: click here.
2. Frameworks for Sustainability: Protocols, Registries, Data Tracking and Decision-Making Tools
Have you ever wondered what the difference is between the Global Reporting Initiative (GRI), WWF Climate Savers, the Green Business Checklist, Environmental Management Systems (EMS), the Climate Registry and all the other sets of guidelines, registries and carbon-tracking and analysis tools?
This event will give an overview of prominent sustainability frameworks and tracking tools.
Hosted by Sustainable Silicon Valley (SSV) speakers include Sustainability Leaders from Hewlett-Packard, Symantec Corporation and Hara Software Chief Green Officer, Michel Gelobter.
When: March 18 , 2010 from 4:00-6:30 pm
Location: Palm, Inc., Palm Auditorium, 950 W. Maude Ave., Sunnyvale, CA 94085
Registration: Click on REGISTER HERE on the bottom of the SSV page.
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Tags: green marketing, green sustainability practices, branding, how to green businesses, sustainable management, behavior models, going green, green operations, green technology, green products, consumer shopping, packaging, green communication and transparency
Comments
Yup, walk the talk or your company is being unethical. The AMA (whose standards should be followed in marketing) teaches and preaches the importance of ethical behavior. Greenwashing is far from ethical. And in this economy, what's the point in risking people finding out that your company is a phony?
It's one thing if a company's motives for going green are not completely pure - this is ok in my mind. If you're doing good for the environment and your products sell, then by all means. But lying is not smart.
By the way, I've never heard the term "greenwashing" before and I quite like it :)
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