All Is Not So Green


No doubt you’ve all heard of the term “whitewashing”—but did you ever hear of “greenwashing?” It has almost the same meaning as whitewashing except it’s applied to an environmental context. It’s when a company purports to be green but in reality, is anything but that. Or to phrase it differently, all assumptions of “greenness” are greatly exaggerated.

EnviroMedia Social Marketing, a 10-year-old social marketing firm that works exclusively on environmental and health issues, is asking consumers to send them (via their website at www.enviromedia.com) examples of companies that have launched good—and bad—green marketing campaigns. The ads, drawn from TV, print or online, will be ranked on the new EnviroMedia Greenwashing Index.

Says EnviroMedia CEO Valerie Davis, “We’re calling for an end to greenwashing…This new Web site is the world’s first interactive online forum for educating consumers on the criteria for recognizing greenwashing. It’s our hope consumers will know greenwashing when they see it, and that this will compel companies to strive for true green improvements that make their environmental marketing more genuine.”

To coincide with the U.S. Federal Trade Commission’s “Eco in the Market” forum in Washington D.C. where the topic will be on environmental marketing, EnviroMedia will unveil on January 7, 2008, a day before the confab, consumer greenwashing submissions and its ranking on their Greenwashing index. What’s interesting to note is that in light of the boom in green advertising, the FTC has announced that it will undergo a one-year review of its “environmental marketing guidelines.”

Source: EnviroMedia


Comments Off

Deals of the Week

Get $200 Off PR News' Digital PR Conference

 digitalpr2015-180x150_updated
Join us June 1-3 where you'll hear from top brands such as Walmart, Miami Heat, Verizon and Ritz-Carlton on PR and communication best practices for the next wave of digital trends.

Use code “200off” at checkout to save $200 on the regular rate.

Get $50 off PR News' Book of Employee Communications

employeecommunications-180x150

In this 5th volume of PR News’ Book of Employee Communications, our authors cover more than 45 articles on crisis communications, social media policies, human resources collaboration, brand evangelism and more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.