k dewar goodsense fitforfuture 2013
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Consumers, businesses and clients want to know about more sustainable choices, but there are serious legal and brand risks if you get it wrong. Kath shared her expertise on three fundamental proven strategies for strengthening your brand while promoting social and environmental achievements. Kath also gave a critical update on the imminent reforms to consumer legislation in NZ, why the new requirements might have stopped Dole in its tracks with its “Ethical Choice” brand, and why you need to know about them.TRANSCRIPT
Promoting success
Telling stories that grow brand value without greenwash
Why promote?
Make it easy for customers to choose and champion you, over your competitors.
Do it right and you won’t fall
Walk the ‘tightrope’ between advertising puffery and third party proof.Scot Case, Oct 2013 Co-author of “Sins of Greenwashing”
Earn the ‘Like’
Image: freedigitalphotos.net
Three proven strategies
Authentic
Transparent
Outspoken
Image: freedigitalphotos.net
Image: freedigitalphotos.net
Be authentic, above all else
Be transparent
• A third of global consumers are looking for guilt-free products and services.Trendwatching.com Nov 2013
• Sustainable procurement a Top 5 priority at more than 90% of the 3500 firms surveyed, internationally, by HEC-EcoVadis
Cater for all levels of information needs
Specific
Candid
Credible
When being transparent be:
Be outspoken
Open letter from Starbucks, Unilever, Mars, Loreal, Levis, Symantec and 14 other US corporates urging Obama to act on Climate change
Image: freedigitalphotos.net
94%
94% of NZers “get annoyed when products try to pass themselves off as greener than they really are.” Colmar Brunton, 2012
Consumer Law Reform Bill to be enacted 2014 –have evidence of claims before you make them.
Image: freedigitalphotos.net
More:
www.GoodSense.co.nz/green-marketing
@GoodSenseMktg
Group - Green Marketing & Advertising NZ
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