Lean, Green PR Machine: Developing Inside-Out Sustainability Strategies

It may or may not come as much of a shock that many Americans (48%, to be exact) erroneously believe that "green" products and services have a positive/beneficial impact on the environment when, in fact, "green" more accurately describes products with a less negative impact than competing versions (Source: 2008 Green Gap Survey, conducted by Cone and the Boston College Center for Corporate Citizenship). It's a clear disconnect, especially considering the growing obsession with "green-ifying" our lifestyles to prevent (or at least postpone) inevitable planetary combustion. Add a few more stats into the mix--47% of Americans trust companies to tell the truth in environmental messaging, 45% believe companies are accurately communicating information about their environmental impact and 61% say they understand the environmental terms companies use in their advertising--and you will realize why, on April 30, the FTC will have a public hearing on government regulation of environmental marketing messages. What does this mean for communicators? As the public and now the government increasingly scrutinize green marketing, accuracy, credibility and deliverables are all the more important.

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