Green marketing expert Jacquie Ottman talks greenwashing and how to avoid it by going throughout the FTC Green Guides and giving advice on what to say and do when promoting your environmentally sound initiatives.
Cricket Playbook for Growth Marketers: Adjust x Glance report
How to Avoid Greenwashing When Promoting Your Environmentally Sound Initiatives
1. How to Avoid Greenwashing
When Promoting Your
Environmentally Sound
Initiatives
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Presented to!
By Jacquelyn A. Ottman !
November 2014!
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2. Purpose of Today!
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Greenwash!!
Overview of the 2012 FTC Green Guides!
What Else You Can Say/Do!
Conclusions!
Resources!
Q & A!
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3. Jacquelyn Ottman!
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Founder, Principal, J. Ottman Consulting, Inc.,
adivsors to business and government on positive
sustainability and green marketing strategy.!
Founder, WeHateToWaste.com, an initiative to
foster awareness and education for consumer and
employee waste prevention education. !
Author, New Rules of Green Marketing, How to
Make Credible Green Marketing Claims!
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5. Greenwash!
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Definition: Misleading claims re:
environmental benefits of products,
operations, or processes. !
Can be inadvertent due to lack of
awareness, education on scientific issues
but risks are still the same.!
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11. FTC Green Guides
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!Introduced in 1992; updated in 2012!
!Not the law — but used to guide legal judgments!
!Covers B2B as well as consumer claims!
!Environment = exclusive focus (not susty,
human health)!
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12. FTC Green Guides Apply to B2B Claims, Too!
Customers Can Suffer When Supplierʼs Claims are
Questioned
Supplier! Customer!
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R.I.P.?
Be careful to avoid any cause-marketing
efforts that may unfairly
halo their productʼs environmental
performance. !
40. “All Greenware® products are made in the USA
from plant sources that are domestically-grown
and annually renewable as well as 100 percent
compostable in actively managed municipal or
industrial facilities, where available.”!
41. “Ecolab's bio-based facility care solutions are
made from plant-derived natural resources and
designed to remove soils from hard surfaces safely
and effectively.” !
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42. "Biobased products add value to renewable
agriculture commodities, create jobs in rural
communities and help our nation decrease its
reliance on foreign-sourced and non-renewable
petroleum.”!
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43. Other Things That Can Help
Underscore Credibility!
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Walk Your Talk (product & company)!
Promote Responsible Behavior!
Pro-active Innovation throughout Lifecycle!
Be Transparent (Provide specifics)!
Enlist Third Parties (beyond ecolabels)!
45. In Sum - 1!
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It is possible to avoid the risks of greenwash.
Following the FTC Guides can help:!
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!Avoid generalized environmental claims!
!Be specific!
!Tell the whole story!
!Be clear — what consumers take away
!is key!
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46. In Sum - 2!
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Be careful when using undefined terms, e.g.,
Sustainable, Natural, etc.!
Every situation is unique, so consult with
environmental scientists and legal counsel!
Look for opportunities to practice self-regulation.
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