We all know how much green washing has infiltrated our lives. You see it everywhere. Businesses are using marketing and branding techniques to capture the "green" audience and make a profit. All in the name of the environment and sustainability. In the end these businesses will only hurt themselves for the quick buck. What these businesses fail to understand is that the socially conscious consumer might purchase their product or services once based on trust. If the consumer's trust is not reinforced they will not only lose that customer, but that customer will also tell all their peers and friends.
A great example of this is a deli and coffee shop in Downtown Seattle. In the last year they recently re-branded their look (which worked perfectly well to the begin with) to appear green. They changed their colors from yellow, red and black to shades of green and incorporated a leaf into their logo. I had never eaten there, but had noticed these changes from the outside. They are well known for their roast beef french-dip style sandwich. I had some extra time one day between appointments and decided to get a drink and a snack. They had a nice space and I enjoyed a comfy few minutes before moving on to my next appointment. As I left, I looked for a recycling bin to leave my glass bottle. I could not find any form of recycling anywhere. I took the bottle with me to recycle elsewhere.
How could an establishment that claims to be "green" not offer recycling? I have not researched their food or business practices. They might be doing something tremendous for the environment that far outweighs recycling. In the end it does not matter. What matters is how you present yourself and how you follow through with your actions. This is how we judge companies and organizations. You tell us what you are about. We try your product or service. If it does not match with what you presented to us, then you have broken your promise to us.
This deli did not need to change their approach in branding. They are well known for a particular product. If anything, they should utilize the recognition they have and promote their great product even more. Promise what you do best. This will gain your customer's trust. Once you have their trust you can reinforce it with other messages. The trust circle will grow greater with everything your organization does. Consumers like to buy things that support their tastes and beliefs and gravitate towards companies that promote these things. If you organization believes in sustainability or being green, you better make sure to back it up. Examine everything you do with green goggles. The companies that do this honestly will be the companies that grow and flourish. They are building from a foundation of trust created by promises that can be delivered upon.
Green washing will not last because it is not a sound business decision. In today's time you cannot survive on tricks, gadgets and manipulations. Stick to talking about your business honestly. Then you will not need to lie or promote wishful thinking.
Learn more about the author, Corbet Curfman.
Or maybe they're under new management and just wanted a new color scheme...?
While it is true from a marketing perspective that every little thing conveys a message, the fact is that the greater majority of the world, (including small business owners), have far less awareness of that than marketing experts might suppose.
Might be worth chatting up their management, could be a new client for you! :)
Corbet,
This is a favorite topic for me and as a builder one that hits close to home. As an industry, we are struggling to find anything that gives us an edge in a down market. My fear is that we are shooting ourselves in the foot by jumping in before we know what we are doing and losing the trust of our clients.
Thanks for making the case here. It needs to be part of the discussion.
Bob
Corbet, I appreciate all the lessons in the simple tale you tell.
Hey Corbet,
I think the bottom line here is practice what you preach. In the constant search for new ways to promote even my own business, I have to be careful to take a closer look at whether a certain method is one that I can integrate into my overall business philosophy, or is it just another thing that everyone else is doing (the bandwagon approach). Sustainable marketing goes beyond relating to the environment; it also asks the question, "is this marketing tactic something my business can sustain?".
Thanks for the reminder!
You've pointed out how presenting your comany as green can backfire and cause serious future customer loss. How would you approach helping companies whom are in peril of green washing? Thanks for raising our consciousness.
Michael, Bob, Leila and Kirk thanks for your interest and input.
One of the other harmful things Green Washing has done is watered down the how important it is to make sustainable choices. People are "greened" out. We need to establish better and more trustworthy examples for people to follow. I think it is important for companies to talk about the sustainable choices they have made and what great results they benefited from them. The companies that have "practiced what they preach" (thanks Kirk) can communicate these things without looking like a marketing ploy.
Diggin this article because I've been noticing the 'resurgance' lately as well!! It seems 'everywhere' I go I see another business claiming to be 'green' friendly, etc, only to find out..well...nothing. Nothing special that is, about the business.
I've been having this same discussion with others lately and it's dissapointing to see some of this going on, in what seems to be larger and larger quantities in the Northwest since we're 'excessively' green compared to the rest of the US, so it's even more vital for some businesses to take or attempt this approach.
Great topic! -Julian
Corbet,
Thanks for reminding us that "the truth" is a wonderful thing. The world needs to be reminded! All the best, Anne
Conrad, I think the best thing a company that is using green in brand can do is have an audit. Hiring an expert in auditing sustainability would be a great step in that direction. They need to know exactly where they stand for good or bad. Once they have a measuring stick they have something to compare themselves to. If they notice they are in danger of green washing they need to think about damage control. Do they keep the promotion or communication and change their ways to match it more effectively? Or pull it? If they have already damaged their brand it is going to take a huge effort to change the tide. Maybe a bigger campaign that has the backing of another trusted brand. It is going to take money and time to change perceptions.
Julian, I could not agree more. It seems to be everywhere.
Thanks Anne.
Audits. I agree. Do website "green" certifications have auditing in-place to your knowledge? I'm not familiar with how green networks establish ongoing green practices.
Good question Conrad. I'm not sure how far the green certifications go in auditing. I know I'm in the process with Coop America and it takes a month or more to go through. From my end I have to fill out a lengthy application. I'm not sure what they do on their end to check things or measure your company. I know some of the green networks rely on your own good word. It does bring up a good point that trust is still the main issue and that we are all at different levels of being green. Every bit makes a difference. Conrad, if you have any resources for this that would be great to see. I have really enjoyed your articles on Green Certification.
Hi Corbet, Aren't we all finding interesting new angles on capitalizing on what passes for green? This is not new. In the old days if the king said to paint the horses green his royal painters did just that! I think it really matters what is at the heart of any company's delivery system. New staffers seem to resist my dedication to paperless/scanning of documents. They figured it was cheap to want to save paper and ink! And while I do save on paper, ink, drums and storage, I also save on security breaches and possible downtime by having my server backed up off site --so there are many other hidden advantages to progressing with the times. I am always amused when people find it hard to adjust putting their bottles and cans in my recycle bin under the sink rather than in the paper recyclng bins...we are such habitual creatures!
The US government has been tasked to define green practices and claims made by companies. They are developing green standards. After the standards are published congress will vote on a bill enacting those standards. I'm certain they will enact laws about green claims using the International Standard Organization (ISO) Environmental Management System standards that is based on plan-do-act-check principles. The article I published on my profile page, "The time is now. Your moment has come. Seize the green." works well with this article. It presents how to stay out of trouble when marketing your company as green.
Nice job Corbet. Keep on with your valuable message.
I'll be interested in seeing what kind of auditing can be put in place for companies that say they are green friendly, earth friendly, sustainable, etc, etc. In the real estate arena there are already multiple standards (LEED, Built Green, Energy Star) and each comes with various levels and certification requirements.
As an agent that represents a firm building green we have to check each property to be certain it passes certification or we cannot promote it as "green", which is fine with me. Although there are for resale homes elements of a green agenda that may have been used in remodeling such as sustainable products such as cork or bamboo - although they may not be "organic". I've been talking with Frith Barbat (another Biznik member) about these kinds of topics and it's fascinating to continue learning ever more on the topic.
As a business owner, I try to be earth friendly by recycling, attempting to do as much electronically as possible versus the massive print elements that my industry tends to support, etc. How could a field like mine be audited for green practices? It would be hard to build a standard when each agent runs their business so differently. I'm not arguing the point of the post - rather, it gets me thinking hard about how it can or will apply to my own industry. Thanks for the provoking thoughts...
Great points Rabecca and Conrad. I love that we're in a poignant time of talking about this and having it mean something. Not that long ago "going green" was simply a seedling -- now it's a plant waiting to blossom.
There are so many levels to sustainability and ways of going at it. Looking at toxicity levels, energy used to make a product, fair labor practices, product life before it hits a landfill, and forest protection, which is most important? They all are!! Yet, it's difficult to find companies to support that are meeting all these standards. With this limited, yet growing marketplace for sustainable products/services, every choice we make in the "green direction" will help.
In the interior design field you can look at buying new: FSC certified, Green Seal, etc. and you can look at buying used -- recycling saves a ton in energy and resources; you can look at using an eco-product for construction and you can look at using one that will last a lifetime (preferably you will find both in the same product, but this is often not the case).
Long of the short: I think it is so important for each of us to do what we can, committing ourselves to looking for and practicing new and better ways to decrease our footprint.
It seems like having clearly labeled recycling bins, as well as corn starch and clean paper "to go" products is a minimum if you're a deli claiming to be green.
Thanks for the inspiration Corbet!
And if anyone wants to talk about this, and more green stuff, in person come to Sara Eizen's and my happy hour in Capitol Hill on Tuesday, January 6th, 5-8 PM -- Two Green Chick's Happy Hour -- a small plug :)
Piper
@Bob - I assume you're familiar with LEED certification(s)? We deal with a lot of different companies in different industries and that's the only program that everyone with any interest in green building seems to recognize.
Michael,
I am familiar with the program and I think it might be the standard that eventually provides the framework for some standardization. The issue with any Green certification program is that they are all a little different and place different priorities on different aspects of building. Even the different chapters of the Master Builders Association in the state have different programs. I build in both King and Pierce and in order to certify a house in each I must belong to both chapters of the MBA. A single statewide certification would be the answer or at least one by regions, say Western WA, and Eastern. A national standard might be best but regional differences might make it hard to comply.
It is good to be having these discussions. Sitting in my office staring at the latest article on Green building sometimes make me feel overwhelmed. Thanks for the response.
Bob
There's a great line in the movie "Raising Arizona."
A parole board member asks the main character, "Are you telling us the truth, or are you just telling us what we want to hear? Because all we want to hear is the truth."
You've touched on something that's bigger than "green." Business longevity depends on integrity -- on finding the real truth about your company that is valuable to your customer, and sticking to it. I see so many businesses shooting themselves in the foot because they're trying to tell the "truth" that they think the market wants to hear.
Great post.
Thanks for this article Corbet - packed with food for thought and great advice. And thanks Jeff for reminding us of the thrust of the article - that building a business based on anything but trust will just backfire eventually. A certain amount of greenwashing is inevitable, and actually a good sign, because it shows that manufacturers and businesses have worked out that it's what (enough) people want. I have to hope that eventually things will settle down and the public will be given the tools to sort the wheat from the chaff, and then, as Corbet has said, it will be the firms with integrity that survive and thrive. In the meantime, go meet those green chicks for happy hour!
I agree that wider-accepted appropriate standards will come into the flow as larger government agencies become more involved and committed to creating sustainability -- then we'll all be wanting to have a say in the legislation :).
Love love this discussion -- it's truly a sign of valued change, as Frith pointed out.
Check out www.bcorporation.net - a certification organization featured in the NY Times, NPR's Marketplace, Inc. mag, etc., that separates the "true-blue green" from the greenwashed. The company I work with, Give Something Back Business Products, is a founding B Corp and the certification helps show consumers that we're serious and for real. (We also power our headquarters with solar panels and recently hired a Director of Sustainability.)
Thanks for this post - great discussion piece! Lori
Thanks Corbet.
Reminds me of so many things in the food industry, where "Organic" might not mean "environmentally responsible" (because sometimes "organic" food trucked across the country has a far greater environmental impact than "local" food by local farmers), "Natural" might be nothing at all, and "Fat Free" just means that the fat has been replaced by more sugar.
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