I had originally intended to end my project by looking for truly green products that avoided the seven sins of greenwashing, but I found myself having a hard time narrowing my focus in a productive way. So, instead, I’ll conclude my greenwashing research by offering guides to avoiding greenwashing, both as a company and as a consumer. First up, let’s see how a company can prevent greenwashing. Thanks to the Terra Choice Marketing Guide for an outline of ways to avoid each of the seven sins (http://tinyurl.com/3jb3erf).
1. Don’t lie to your consumer.
Seems pretty straightforward, right? Turns out that a lot of companies are bad at this. They’ll use a label for a certification they don’t have or claim a certain percentage of their product is eco-friendly when it isn’t. The first thing a company should do if they’re trying to market environmentally-friendly products is avoid making claims that are completely false. If it’s important to get third-party certification to compete for market share, get it, even if it means changing the way your product is made. If an ingredient is harmful to the environment, don’t say that it isn’t. Basically, if you have to lie to get ahead, you need to go back to the drawing board. Consumers will eventually realize what you’re doing and once that trust is gone, it’s very hard to win back.
2. Be straightforward with your consumer.
This one seems pretty similar to the first rule, but there’s a subtle differentiation to make here. One of the biggest sins I’ve seen throughout my research is the Sin of Vagueness, making broad or vague claims that may or may not have evidence to back them up. They’re not necessarily lying as much as they’re stretching the truth in a way that misleads the consumer. Therefore, if a brand is going to label something as “natural,” they should define what “natural” means to them, either on the product itself or in an easily accessible form online. It’s also important to list the ingredients of your product so the consumer can see how they’re environmentally-beneficial. This not only includes the make-up of the ingredient itself, but how it is processed and how the product is manufactured. This is something that products often neglect to mention, and it’s as important as what the raw materials are. Companies should be as open and transparent as possible, making information available to the general public. Don’t distract the customer away from environmentally-harmful practices with claims about the green aspects of a product. If something you’re doing isn’t environmentally-conscious, tell the consumer that you’re working to improve upon it and follow through with that action. The educated consumer is understanding and willing to invest in your products over time if they feel you’re trustworthy. My generation, also known as Generation Y, is a group of very fickle consumers who is far more interested in socially-conscious consumption than previous generations, and we’re the audience you’re trying to win over.
3. Understand the claims you’re making.
It’s not enough to put forth a product that’s harvested from a sustainable forest or that doesn’t use sweatshop labor to produce. Being green is important throughout the entire production and consumption process, and a company needs to understand their environmental impact at each step. That way, they can let their consumer know what they’re doing well and figure out where they can improve. Letting the consumer know that you’re working on something never hurts. Also, you want to insure that you can speak to each of your environmental claims. If you don’t have the evidence to back something up, it won’t take long for the consumer to figure it out.
4. Know Your Customer
This may seem like a Marketing 101 statement, but it’s more important now than ever. Generation Y doesn’t respond to shout marketing techniques that try to convince them they need something that they don’t. So, don’t waste your time trying to make them feel “green” about a purchase that is harmful or unnecessary. They’re willing to purchase something if they feel the marketing speaks specifically to them. So, get to know what your customers want. Maybe they want all of the environmental information on the product itself, or maybe they only want to look it up online. You want to use language that resonates with them, so long as it’s straightforward and honest. In the end, if you help them find the product that’s right for them, they’ll keep coming back. Relationships are key, and in the era of Marketing 2.0, the consumer is finally able to make their voices heard. Green companies should be listening 24/7.
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