{"id":33753,"date":"2020-03-11T10:32:03","date_gmt":"2020-03-11T02:32:03","guid":{"rendered":"https:\/\/zegal.com\/?p=33753"},"modified":"2022-07-25T13:40:00","modified_gmt":"2022-07-25T05:40:00","slug":"green-marketing-vs-greenwashing","status":"publish","type":"post","link":"https:\/\/zegal.com\/en-nz\/blog\/post\/green-marketing-vs-greenwashing\/","title":{"rendered":"Green Marketing vs Greenwashing: What Companies Need to Know"},"content":{"rendered":"
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Enter the term \u201cgreenwashing.\u201d In short, it is an attempt on the part of companies to present themselves as eco-friendly, when, in fact, they are not so much. This is c<\/span>ontrasted with \u201cgreen marketing,\u201d authentic and honest presentations of true eco-friendliness on the part of companies, usually in their manufacturing processes.<\/span><\/p>\n

Why Green Marketing is Important<\/span><\/h4>\n

Today\u2019s consumer demands sustainability and environmentally<\/span> responsible businesses <\/span>that<\/span> support these demands in real ways. Considering that millennials and Gen <\/span>Z\u2019ers<\/span> are highly focused on \u201cgoing green,\u201d companies must look at their practices and determine what they need to change if they intend to appeal to these<\/span> <\/span>two huge consumer segments. These generations want to see recycling, replacement of resources that are used, clean processes in manufacturing, avoidance of potentially harmful ingredients and overuse of non-renewable resources, even down to the amount of <\/span>water used in production processes.<\/span><\/p>\n

Companies that can genuinely \u201cprove\u201d they are eco-friendly will capture far more business than those that cannot.<\/span><\/strong><\/p>\n<\/div>\n<\/div>\n

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Enter \u201cgreenwashing.\u201d In order to appeal to a large and growing environmentally-conscious consumer, ther<\/span>e are many companies out there who have no plans to become genuinely eco-friendly but choose, rather to present themselves as such through a variety of \u201csketchy\u201d claims and labels, hoping to \u201cfool\u201d their targeted audiences and, in some cases, even violatin<\/span>g laws.<\/span><\/p>\n

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How to Show Your Authenticity in Green <\/span>Marketing<\/span><\/h4>\n

If you are genuinely engaging in eco-friendly policies and practices, you should engage in the following green marketing strategies:<\/span><\/p>\n

Tell the Truth<\/span><\/h5>\n

You may have some great eco-friendly practices that you want to present and even \u201cbrag\u201d about. But don\u2019t exaggerate, and don\u2019t present any practices that you are not really engaging in. Ultimately, the truth will come out, and you will be \u201ctrashed\u201d all ove<\/span>r social media and other review sites.<\/span><\/p>\n

Provide Clear Proof \u2013 Show Don\u2019t Tell<\/span><\/h5>\n

Just how do you do this? In many ways. First, you can produce photos and videos of what you do. Are you recycling materials to use in your products? Show that process. Are you pa<\/span>rticipating in the replacement of resources that you are using? How exactly are you doing that? Are you cleaning and re-using the water you use in your production process? Are you donating to environmental organisations? Have you taken a <\/span>disposable product and turned it into a reusable one?<\/span><\/a> Are you buying raw materials from companies that are eco-friendly and paying a fair wage to their workers?<\/span><\/p>\n

All of this proof appeals to consumers, especially when it is in visual form, and when you publish your stories on social media and your website.<\/span><\/p>\n

Even if you are not producing a product, you can still appeal to consumers by participating in sustainability<\/span> efforts. Tim McClendon, Marketing Director for the <\/span>WriteScout<\/span><\/a>, says there is a need for all businesses to participate in green effor<\/span>ts: \u201cWe are not in the business of using up natural resources or producing products in environmentally-conscious ways. But we do participate in saving our planet by donating a percentage of our revenue to environmental causes, especially ocean cleanup and <\/span>reforestation efforts. And we encourage users of our sites to do the same, if only in small ways.\u201d<\/span><\/p>\n

Solicit Suggestions<\/span><\/h5>\n

You have customers who value what you do to sustain the planet. But are there additional things you can do? Why not ask those customers <\/span>for suggestions about additional practices you could incorporate? They may come up with some good ideas. You could even run a contest with rewards for the best suggestions that you could actually implement.<\/span><\/p>\n

Be Very Active on Social Media<\/span><\/h5>\n

These platforms a<\/span>re the perfect places to spread your brand\u2019s commitment to being eco-friendly. And if you have that visual proof, your followers will share your stories with their friends. You can also follow environmental organisations and participate in discussions abou<\/span>t best practices, explaining what you do in the process.<\/span><\/p>\n

Find the Right Balance<\/span><\/h5>\n

If you spend too much time focusing your social media on your eco-friendly practices and too little time on your <\/span>products and their value, you may arouse suspicion. Plus, remember, you are in business to make money, not save the planet all by yourself. Be certain to find the ri<\/span>ght balance among content that tells who you are, what value you bring to your customers, and how you strive to be eco-friendly. Your eco-friendly practices are only a part of your <\/span>brand building<\/span><\/a>.<\/span><\/p>\n

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What Constitutes Greenwashing?<\/span><\/h4>\n

Here are the marketing tactics that are typical of companies engaging in greenwashing. Avoid them at all costs:<\/span><\/p>\n

Being Vague:<\/strong> Terms like \u201call natural\u201d or \u201corganic\u201d or \u201c<\/span>we recycle\u201d are too generic. If a company doesn’t back them up with real proof, the terms are meaningless. You need to back up any claims you make with evidence.<\/span><\/p>\n

Touting the Legally Required:<\/strong> A company may boast that it uses no chlorofluorocarbons in its production. This is<\/span> a meaningless claim because they are already banned by law.<\/span><\/p>\n

Fake Labels and\/or Certifications:<\/strong> Placing \u201cseals\u201d on a website or \u201clabels\u201d that appear to be from third-party endorsements is a big \u201cno-no.\u201d Putting a label with some kind of image and the words<\/span> \u201ceco-preferred\u201d is clearly misleading, if not typical of a type of false advertising.<\/span><\/p>\n

Greenwashing is clearly unethical. What\u2019s more, it can rise to the level of breaking the law. The U.S. Federal Trade Commission, for example, has very strict guidelines<\/span> on what marketers can claim regarding being \u201cgreen.\u201d Companies that deliberately make misleading claims can be prosecuted and face big fines. Green marketing, on the other hand, is honest and provable. Be certain this is what you are engaging in.<\/span><\/p>\n

Dorian Martin<\/span> is a professional writer with huge experience in business-related topics. He likes to attend conferences and keep himself updated with every new release in terms of marketing, business management, and entrepreneurship. He is a senior writer<\/span> at <\/span><\/em>ClassyEssay<\/span><\/a> and <\/span><\/em>BeGraded<\/span><\/a> and content editor at\u00a0<\/span><\/span><\/span><\/span><\/span>TopEssayWriting<\/span><\/span>.<\/span><\/em><\/p>\n

This article does not constitute legal advice.<\/i><\/b><\/p>\n

The opinions expressed in the column above represent the author\u2019s own.<\/i><\/p>\n

Start managing your legal needs with Zegal today<\/b><\/a><\/span><\/p>\n

FURTHER READING: The New Mantra Of The Sales Journey<\/a><\/p>\n

READ MORE: 6 Apps Helping You Work Remotely<\/a><\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Enter the term \u201cgreenwashing.\u201d In short, it is an attempt on the part of companies to present themselves as eco-friendly, when, in fact, they are not so much. This is contrasted with \u201cgreen marketing,\u201d authentic and honest presentations of true eco-friendliness on the part of companies, usually in their manufacturing processes. Why Green Marketing is […]<\/p>\n","protected":false},"author":75,"featured_media":33869,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_editorskit_title_hidden":false,"_editorskit_reading_time":0,"_editorskit_is_block_options_detached":false,"_editorskit_block_options_position":"{}","inline_featured_image":false,"footnotes":""},"categories":[49],"tags":[9923,9992,10617,10307],"usecases":[],"businesstypes":[],"country":[],"class_list":["post-33753","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-marketing","tag-smes","tag-social-media","tag-z-syndicate"],"acf":[],"yoast_head":"\nGreenMarketing vs Greenwashing: What Companies Need to Know<\/title>\n<meta name=\"description\" content=\"You've heard of whitewashing, what about greenwashing? If you're thinking it doesn't sound good, you're right. 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