Corporate green image can be used to illicit even better behavior. If you’re promoting yourself as a green company, but then make some slips and lose sight of green ideas, you’re going to be held far more accountable. This is a big player for large corporations and shows promise for future of green marketing.

2007 was the year everything turned “green.” Consumer expectations and levels of consumer engagement increased as a result of this new green trend.

Greenwashing, is maybe more like selling products we don’t even need, like a luxury eco resort far off in the distance with all these special towels etc…

“I don’t see a whole lot of, but could be effective, the omission that it’s hard to be perfect and perfectly green.” Stop with the “I am the Greenest” Something like, we’re trying really hard but we can’t be a hundred percent green. 

Eco gift guide? No. We need to focus on sustainability and the larger idea of working against over-consumption. 

What about transport. There is such an opportunity for public transport to improve and make an impact. 

[How can we deal with learning from marketers? People are weary of advertisers and marketers giving us information. How can we change this from an advertisers standpoint?]

One participant raised an interesting question of when can we start building brand loyalty by making long-lasting products. Forget the two year updates for new technology. When are consumers going to start demanding more sustainable products, ones that much longer.

Top Five Green Brands as viewed by consumers:

GE, BP, Honda, Ford, Toyota.

Interestingly Brands like Nike and GM are actually in the top five but are viewed as being in the bottom five….

Goal: Find green measures that consumers understand and that also fit their brand. Legitimate companies shouldn’t be afraid of being green or expressing their green capabilities, it’s just a matter of doing it in a way that doesn’t alienate consumers, as well as making it show the companies values.

Green Seal Certification ensures that a product meets rigorous, science-based environmental leadership standards. This gives manufacturers the assurance to back up their claims and purchasers confidence that certified products are better for human health and the environment.

Avoid Green Washing:

Currently 350 ecolabels/seals in the United States.

Green Labs works to create a standard and improve the honesty of label claims. 

What’s in a label:

Standard development process- single or multi-attribute? A single attribute like Energy Star just views one aspect of the product (ie. how much energy is used). But multi-attribute are life-cycle based. How big of an impact does the production, the life, or the decomposition/end of life have on the environment. Standard process should be open and public notice. In addition it should be consensus-based and balanced, in other words, car companies should not be reviewing car manufacturing labels (you need a general audience). 

Auditing and Certifications:

*Should be free of conflict or financial interest.

*The procedures in certifying a label should be publicly available. 

Green Seal has been making ground in the public eye with mentions on the Today Show, Oprah Magazine, Real Simple Magazine, and several other home magazines.

A bit about the FTC:

More than just advertising regulations. The basic rules are to tell the truth and substantiate claims. Advertising regulations are based upon consumer perceptions.

How does the FTC judge consumer perceptions: advertisers marketing tests, consumer input and complaints, and FTC investigations. 

Green Guides, “Guides for the Use of Environmental Marketing Claims“:

-To help marketers avoid unfair or deceptive environmental claims.

-Applies to all forms of marketing.

Because these are guidelines rather than laws they can be altered frequently, but are not solid set rules. 

General Principles:

*consumer perception of claims controls, whatever a consumer sees in a claim, is what the claim is. 

*It’s always better to use specific claims, easily substantiated and understandable.

*Don’t overstate attributes, “50% more recycled material (yet it’s from 1% to 2%)”

*Use prominent and clear qualifications. If they’re not visible, or unclear it falls back under the “consumer perception” guideline, where consumer is right.

*Have to substantiate all expressed and implied claims.

(Commissioner J. Thomas Rosch gave a speech on Responsible Green Marketing in June of 2008) 

1998 was the last revision of the Green Guides

Types of marketing claims (According to Chuck these are outdated and in the process of revisions): General environmental benefits, Biodegradable, photodegradable, Compostable, Recycled content, Recyclable, Source reduction, Ozone safe, Non-toxic, Environmental seal of approval.

Green Guides Regulatory Review (in process, second year of revision process):

General issues- continuing need for Guides, Effect on the accuracy of claims, Other guides/regulations (more specific)

Had three workshops discussing green issues:

Carbon Offsets and RECS,

Green Guides and Packaging

and

Green Building and Textiles - Need to consider how consumers view green building, how do you substantiate claims in green building when it varies so much.

In the coming years, as GreenWashing and Green Advertising increases, the FTC will continue to revise and improve it’s recommendations and guidelines.

the forum:

am panel discussion:

and the participants:

SOJC associate dean and Turnbull Center director, Al Stavitsky giving participants a tour of the White Stag Building, a LEED certified building:

Lunch – everything in this photo is compostable – plate, cup and fork included!

Consumer Perceptions:

*Recycling is the most established issue and highest perception as best for the environment.

*Energy of fuel related issues, when combined, can be the most powerful issue, if confronted. This means that with a stronger push towards renewable energies, better public transportation,etc can have a greater effect in consumers mind. This is good!

What consumers do:

*consumers recycle, reduce packaging and buy green cleaning products twice as much as buying renewables, green transportation and green personal care products. 

What does this lead us to? 

John Coifman raised an interesting issue of the public’s recent awareness of “the right answer” when answering polls. They lie, he believes, and will say they recycle or participate in green activities more so than they may actually do. He wants to ask consumers, “why DO you recycle?” It’s an energy thing, uses less resources, and there is a lot of information that needs to be expressed to consumers. The recycling story needs to be updated and repackaged, but also other forms of sustainability like renewables and transportation need to take note from recycling success and increase their reach.

What consumers do vs. what they say:

Scrutinizing Claims:

*Still a great need of education, 1/3 of Americans say they don’t know how to scrutinize advertisements and claims. 1/10 Americans blindly trust claims.

*41% read labels and research/check internet. More information needs to be placed on product packaging and websites.

Shopping influencers:

*reputation and word of mouth are the highest influencers of consumer choice.

Economy/Recession:

*Consumers are still buying green products despite the economic downturn, according to the survey 4 out of 5 consumers are still willing to buy these green products.

Overall Conclusions:

*Despite the economy there is a very strong opportunity for green marking. 

*consumers are beginning to understand the connection between energy consumption and environment/climate. 

*Green marketers must integrate authentic green values into brand, culture and key communications.

*Continued consumer education is necessary for judging green claims.

Oregon is a sort of Green Anomaly, we’re more informed, more concerned and more active in the Green Movement. So how can Oregon be a model for the entire United States? Which leaders, Advertisers, Manufacturers and Advocates alike, will step up?

Consumers:

-Are connoisseurs: more knowledgeable about products

#1 Green Messages are Everywhere

#2 “Green” is a Red Flag

     -used often, without meaning.

     -consumer hot-button

     -”they shouldn’t be allowed to use that word” 

#3 Consumer Reject Empty Phrases

-Earth-

-Environment

-Enviro

-Eco

-Friendly

-Free

-Gentle

-Natural

-Clean 

#4 Images Resonate (Almost) as much as Words

-green

-trees

-flowers and plants

-child-like renderings

[Not just a question of what are we saying, but how we are saying it...And how can you regulate this?]

#5 Consumer want authenticity in information

-lack of context/complete information

-no way to follow up

[while you play up benefits you're missing vital information and ignoring your short-comings. We need more transparency in companies and their advertisements.]

#6 Consumers Place messages in a Greater Context

-consumers understand production processes and evaluate green messages on them.

#7 Not Having All The Answers is an Answer

-consumers are okay with companies not having all of the answers…yet

Chris Rosica: The Authentic Brand

-you most offer a genuine advantage to your customers

-your marketing messages must be real, customer-centric and add value to the product or service being offered.

-Your sales and distribution team must relay these key differentiators

-you must stand behind your

So Questions We must ask as industry leaders:

Can/Should we regulate the unregulatable, like words, images, colors, etc?

How can we provide the information consumers want and need?

Valerie Davis, CEO and Social Marketing President Tuerf-Davis EnviroMedia, Green Canary Sustainability Consulting.

Kim Sheehan, UO Journalism Faculty, co-founder of Greenwashing Index.

Linda Chipperfield, VP Marketing and Outreach at Green Seal.

Shelby Wood, Oregonian Reporter and Columnist, PDX Green.

John Coifman, VP Environment Practice Waggener Edstrom.

Chuck Harwood, Regional director FTC in Seattle.

Kevin Tuerf, Principal and Cofounder Tuerf-David Enviromedia, Green Canary Sustainability Consulting.