//
you're reading...
advertising, brand marketing, marketing keywords to know, promotions, setting goals

Marketing Keywords to Know: July 4, 2013

Greenwashing

Real claim or another case of greenwashing? You be the judge!


Definition
:  a form of spin in which green PR or green marketing is used to describe the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service; a compound word modeled from “green” and “brainwashing”

According to CMO.com, the rise of green and sustainable business practices has sent a tsunami through the enterprise. While many organizations have made an earnest attempt to become greener, it’s also no bulletin that many others have attempted to use marketing to disguise feeble efforts and mislead consumers about what they’re actually doing.

However, it’s becoming tougher to hoodwink the public. A number of organizations, including TerraChoice Group, GreenPeace, Greenwashing Index, and CorpWatch, have begun calling out companies for perceived exaggerations or outright fabrications—and the press increasingly picks up on these stories. As consumers become savvier and the downside for greenwashing becomes more apparent, more and more CMOs are discovering that it’s better to approach environmental issues honestly and make genuine efforts to improve rather than to try to fool the public.

What examples of greenwashing have you seen in the media lately?

About Lauren Young

Award-winning author of "Pour - Marketing Success Starts with the Right Ingredients", "Stir - Achieving the Perfect Marketing Mix" and the CEO/Founder of Freshly Baked Communications and Knead to Rise. Visit my website at http://www.FBC-Chicago.com.

Discussion

No comments yet.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Follow

Get every new post delivered to your Inbox.

Join 527 other followers

%d bloggers like this: