Turning your home green
by Karianne Yackle
June 19th, 2008 in Cleaning, Environment, Greenwashing, household products
The last time you cleaned your kitchen floors, what were you thinking about? Chances are, it didn’t have anything to do with saving the environment. You were probably focused on simply getting that dirty job done and over with, like anyone else.
But today, just about every household product you can imagine comes in “green” — environmentally-friendly, that is. It’s great to switch from that old aerosol can to a bio-degradable spray bottle…but it’s important to find out first what products are really eco-friendly, and what products are faking it.
Check out sites like GreenSeal.org for a heads up on what to look for in different products if you decide you want to clean the green way.
Green matters to consumers…and so does honesty
by C. Commisso
March 6th, 2008 in Business, Environmental, Greenwashing, Marketing
According to the Natural Marketing Institute’s 2007 LOHAS Consumer Trends Database, nearly 80% of America agrees:
“It is important for companies not just to be profitable, but to be mindful of their impact on the environment and society.”
And consumers are willing to put their money where their mouth is. This article from Environmental Leader indicates that 85% are willing to switch brands if it means tomorrow’s world will be a better place.
Of course, there’s a caveat: 7 in 10 consumers also seem to think most companies label a product “green” as marketing tactic…and there’s something to be said about that. Environmental Leader claims that a recent “random” study of over a thousand common consumer products, ranging from toothpaste to caulking to shampoo, found that 99% of them were guilty of this kind of greenwashing.
What do you think? How can a brand win consumer trust in its environmental initiatives and products?
©2008 Campbell-Ewald Advertising. All rights reserved.
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