I have noticed more and more now that businesses have tried to use green marketing to promote their products. Initially, I was not a great fan of the idea because somewhere I had made an assumption that the companies were deceiving the consumers. There is actually a term for this, called greenwashing.
Green·wash (grēn’wŏsh’, -wôsh’) – verb: the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service.
TerraChoice Environmental Marketing Inc. have actually come up with “The Six Sins of Greenwashing.” They are as follows:
- Sin of the Hidden Trade-Off
- Sin of No Proof
- Sin of Vagueness
- Sin of Irrelevance
- Sin of Fibbing
- Sin of Lesser of Two Evils
The name of the sin is almost self-explanatory for all of them, but you should also read report that TerraChoice wrote for a very interesting read.
There are companies that don’t break the six sins though. I also believe that there are companies out there that really do believe in preserving the environment. It’s a very effective strategy for marketing. I can only see it as a win-win situation if it’s done right. With really large businesses, they have a large impact on the world. The fact that the impact can be good for the environment couldn’t be a bad thing, right?