50 shades of green
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50 SHADES OF GREEN
IMAGE: FLICKR-‐THEEN MOY
by: Lily Zhang
IMAGE: FLICKR-‐CAREY CIURO
Greenwashing
[noun] – disinformation disseminated by an organization so as to present an environmentally public image “the recycling bins in the cafeteria are just feeble examples of their corporate greenwash.” SOURCE: GOOGLE DEFINITION
IMAGE: FLICKR-‐JONATHAN GOFORTH
“Greenwashing” Mentions Online
IMAGE: FLICKR-‐STACIE SOURCE: GOOGLE DEFINITION
“CORPORATIONS ARE SEEING ‘ECO-FRIENDLINESS’ AS A KEY SELLING POINT – GREEN IS INDEED THE NEW BLACK
IN PRODUCT MARKETING.”
SOURCE: LABNEWS
IMAGE: FLICKR-‐YOGURINHA BOROVA SOURCE: LABNEWS
BUT DOES GREEN MARKETING = SUSTAINBLE EARTH?
IMAGE: FLICKR-‐ENTRER DANS LE REVE
The Green Gap “while more than 80% of American shoppers claim to want to make more sustainable choices, fewer than 20% follow through consistently when it comes to what they buy.”
IMAGE: FLICKR-‐JOSH
SOURCE: OGILVY EARTH
ToP REASONS CONSUMERS PURCHASE GREEN PRODUCTS
1) Environmental Benefit
2) Overall Value
3) Trusted Product
TOP DETERRENTS TO GREEN PURCHASES
SOURCE: ELON JOURNAL IMAGE: FLICKR-‐VALORA GROUP
1) Expensive
2) Advertising
3) Preferred Competition
FLAWED PERCEPTIONS
IMAGE: FLICKR-‐NISHANTH JOIS
“More than 98 percent of 4,000 supposedly nature and eco-friendly products made false or misleading claims according to a study by environmental consulting firm TerraChoice.”
SOURCE: LABNEWS
IMAGE: FLICKR-‐STACY
“22% of products displaying green marketing had absolutely no evidence of reduced environmental
impact.” SOURCE: LABNEWS IMAGE: FLICKR-‐MIKAEL TIGERSTROM
“Green marketing creates a false sense of engagement and action – that we can simply shop our way to environmental health.”
SOURCE: LINKEDIN JOEL MAKOWER
IMAGE: FLICKR-‐DANIEL KULINSKI
INSTEAD OF GREENWASHING . . .
IMAGE: FLICKR-‐EMILY ORPIN
IMAGE: FLICKR-‐ELNE
“As consumers educate themselves, companies will have to perform more than just a clever marketing ploy and perhaps act more seriously on
environmental issues to regain their respect and purchasing power.” SOURCE: LABNEWS
IMAGE: ENVIRONMENTAL LEADER
“Transparency has become the new lingua franca in sustainability – a demand for companies to account for and report their impacts, commitments, goals and progress.” SOURCE: LINKEDIN JOEL MAKOWER
IMAGE: FLICKR-‐BRADLEYPJOHNSON
IMAGE: FLICKR-‐ELNE
“90 percent of consumers agree that it’s their own responsibility to properly use and dispose of
products, and 85 percent acknowledge the corporate role in providing such information.”
SOURCE: GREENBIZ
IMAGE: FLICKR-‐MARTIN PHOX
Green marketing is merely an advertising tactic.
Sustainability begins with you.
IMAGE: FLICKR-‐PEKKA NIKRUS
REFERENCES
"Ecofrauds and LiHle Green Lies." Laboratory News. 26 Mar. 2010. Web. 24 May 2014. <hHp://www.labnews.co.uk/comment/lab-‐rant/ecofrauds-‐and-‐liHle-‐green-‐lies/>. Flickr. Yahoo! Web. 23 May 2014. <hHps://www.flickr.com/>. Makower, Joel. "5 Reasons Green Markebng Is Going Nowhere." Weblog post. LinkedIn. 12 Mar. 2013. Web. 24 May 2014. <hHp://www.linkedin.com/today/post/arbcle/20130312180239-‐127714-‐5-‐reasons-‐green-‐markebng-‐is-‐going-‐nowhere>. OHman, Jacquelyn, and David G. Mallen. "5 Green Markebng Strategies to Earn Consumer Trust." Weblog post. GreenBiz. 14 Jan. 2014. Web. Post, Sponsor. "Why People Buy Greener Products (Hint: It Isn't Always Because They Love The Environment)." Business Insider. Business Insider, Inc, 19 Nov. 2013. Web. 21 May 2014. <hHp://www.businessinsider.com/sc/why-‐people-‐buy-‐green-‐products-‐2013-‐11>. Richards', Lindsay. "Examining Green Adverbsing and Its Impact on Consumer Skepbcism and Purchasing PaHerns." The Elon Journal of Undergraduate Research in CommunicaCons Fall 2013 4.2 (2013). Web.
IMAGE: FLICKR-‐BRANDON WARREN
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