Greenwashing Presentation

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Honesty in Green Marketing Tracey King Brand consultant

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Presentation by Tracey King at the Energising South East Asia Conference, March 2010 on Greenwashing

Transcript of Greenwashing Presentation

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Honesty in Green Marketing

Tracey KingBrand consultant

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Great brands

Stand for something

Have a point of difference

A reason for being greater than afunctional purpose

“build emotional connections”

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“Attitudes to climate change & green”

100% of Generation Y believe climate change is real

91% of Generation X believe climate change is real

50% of Australians believe it is caused by humans

60% don’t want to pay more than an extra 10% for green

McCrindle Research, Attitudes to Climate Change, 2010

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“Insights”

“Everything that is not environmentally friendly should cost more

and all things good for the environment should cost less.”

“I believe environmentally friendly items should be cheaper so everyone can buy them. If they were we could all do a lot more.”

McCrindle Research, Attitudes to Climate Change, 2010

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Spotto

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Greenwashing

Making environmental marketing claims that are not true or are

stretching the truth

www.traceykingmarketing.com

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Agencies be careful

Clients may not be telling you the truth

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LG Caught Greenwashing

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Australian Paper sourcing paper from native forests

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Audi clean dieselView the video - http://www.youtube.com/watch?v=lB-CGSpdd24

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Six sins of Greenwashing

1 Hidden tradeoffs – suggesting it is green basedon a narrow set of attributes eg recycled paper

2 Lack of proof – lack of tangible evidence eg % of post consumer waste

3 Vague claims – eg all natural, could be uranium or arsenic but still dangerous

4 Irrelevant claims – CFC free products

5 The lesser of two evils – organic cigarettes

6 Outright lies – false claims, eg energy rating

Terrachoice, 2009

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Problem ‘green’ words

green

eco

environmentally friendly

environmentally safe

energy efficient

recyclable

carbon neutral

renewable

green energy

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The future for green marketing

1 Companies embrace transparency

2 Customers will drive brand – not brand managers

3 Shifting conversations from outputs to inputs

4 Consumers invested in the total resourceconsumption of a product

5 Individual certifications to prove claims

6 Supply chain transparency

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A copy of this presentation can be viewed atwww.traceykingmarketing.com

Copyright, 2011