presentation greenwashing

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GreenwashingWhat? Why? Why not? And how to avoid it

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What is Greenwashing?

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Green·wash (grēn'wŏsh', -wôsh')

“verb: the act of misleading consumers regarding practices of a company or the environmental

benefits of a product or service.”

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1Greenwash is misleading the public by stressing

environmental credentials of a person, a product or an organization when these are unfounded or

irrelevant

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2Greenwash is an environmental claim

which is unsubstantiated (a fib) or irrelevant (a distraction)

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3 It’s greenwashing when a company or organization spends

more time and money claiming to be “green” through advertising and marketing than actually implementing

business practices that minimize environmental impact.

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Why does greenwashing happen?

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It depends on how you look at it,But reasons are positive

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1changing buying patterns in consumer

markets

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CFC FREE | ORGANIC | FREE RANGE | CRUELTY FREE | BIO | DOPLPHIN FRIENDLY | NON TOXIC

| BIODEGRADABLE | RECYCLABLE | ECO | CARBON NEUTRAL | FSC | AGAINST ANIMAL

TESTING | VEGAN | FAIRTRADE | LOCAL | OZONE FRIENDLY | CARBON OFFSET

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CULTURAL CREATIVES | LOHAS | NEW WORLD’S | BLUE GREEN’S ...

They are all high-educated, involved, active, merely urban, double income, early-adapting, ... And

marketers are starving to get them

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“Green is a new sort of ‘good manners’”

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“Green is fashionable,delivers cool andsocial status”

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There is greenwashing, because

we’ve passed a tipping point.

Which is good

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2Our education:

we’re motivated to tell the story in the most beautiful way

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Isn’t this how you would thinkof advertising milk?

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The risk is that same can happen with greenvertising. Sometimes wecannot blame ourselves

Making things look nice is our nature

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Why all the fuss?Why is that so bad?

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• More complaints against advertising

• Undermining confidence in advertising

• Sabotage of environmental movement in business

• Honestly…It is simply annoying

• Bad press attention

• And last but not least…

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You don’t want this kind of circus

on your doorstep

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2 ways you can avoid greenwashing

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1Stick to the MAIN PRINCIPLE of Greenvertising:

“Green Marketing is not about making

normal things seem green (greenwashing),

it is about making green stuff seem normal”

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2Be aware of the

“seven sins of Greenwashing”:

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Cut out and keep

1.The sin of suggestive pictures

2.The sin of the hidden trade off

3.The sin of no proof

4.The sin of vagueness

5.The sin of irrelevance

6.The sin of lesser of two evils

7.The sin of fibbing

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1The sin of suggestive pictures:

Green images that indicate a (un-justified) green impact,

like flowers blooming from exhaust pipes

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2 The sin of the hidden trade off:

Suggestion of being Green, based on a single environmental attribute, while

blurring all other parameters which are maybe more important,

like a Hummer that is claiming that it is a Hybrid

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3The sin of no proof

Claims that could be right, but are not supported by any evidence, or by any reliable third-

party certification,

like Household lamps that promote their energy efficiency without any supporting figures or certification.

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4 The sin of vagueness

Claims that are expressed with fluffy language with no clear meaning ,

like ‘planet-friendly’ packaging

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5 The sin of irrelevance

environmental claims that are redundantand unimportant for customers

seeking environmentally preferable products. It

is irrelevant and therefore distracts the

consumer from finding a truly greener option.

Like ‘unleaded fuel (all fuel in Europe is unleaded

…

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6The sin of lesser of two evils

These are “green” claims that may be true within

the product category, but that risk

distracting the consumer from the greater

Health- or other negative

impacts of the category as a whole

Like organic cigarettes

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7The sin of fibbing

out-right lying, and produce

totally fabricated claims or data

Like driving climate neutral

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Let’s get to practice:

“Find me 5 sins of Greenwashing in this ad”

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“Find me 5 good practices in this ad”

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Sources/ Interesting reads:

- JOHN GRANT; “The Green Marketing Manifesto”- BOB WILLARD; The next sustainability wave

- The Greenwash Guide: terrachoice.com

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Inspiration for Direct

Marketing: checkpoopoopaper.com

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Remember:

You don’t have to be perfect to do good

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TAPAS!!!

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Thanks for your attention!

Mail me:

stefaan.vandist@duvalguillaume.com

Read my Green Marketing blog:

http:// cause-encounters.blogspot.com