WARNING – No Greenwashing Allowed…
Greenwashing is a term used to describe companies that are pretending to go ‘eco’ in an attempt to cash in on the green market trend. In effect, they say they are green, create a couple of green educational resources or throw up a few eco friendly products and shout to the world that they are, in fact, green.
This is NOT a good thing. Understanding this is important.
The market segment you are trying to reach is values driven. They want to know what your values are as a company and if they match with their own personal values and beliefs. In essence, as a company, you have to walk the talk.
You want to get your company stance established before you begin talking to this new and very educated customer. If you are committed to lessening your carbon footprint, to cutting down on your waste, using solar or hydroelectric, carpooling or telecommuting, using biodegradable or recycled packing materials and truly committed to fair trade practices and offering goods and services that benefit not only your company but the people who create them, then you are most definitely on the good green path to enlightenment.
Okay, there you go, green marketing tip #5 – No Greenwashing, PLEASE! Be authentic and true to who you are as a company and to your customer.
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