Viewing Tag: Marketing

New FTC Guidelines Are Coming — Making Sense of it All

by Bob Mitchell

November 11th, 2008 in Environment, Federal Trade Commission, FTC, Global warming, Goodwin Procter, Guidelines, Marketing

“We need to be Green”.  “It’s the right thing to do.”  “It’s the in thing.”

As marketers jump on the bandwagon, some will do it right and others….well, we have all seen an ad and said, “That’s bull.”  So what’s a guy to do…or more directly, an advertiser?

The Federal Trade Commission (FTC) first published guidelines in 1992 but the issues of ’92 are not the issues of today.  Witness Obama and McCain arguing Global Warming — not a topic addressed in ’92. The good news is the FTC will release updated guidelines in 2009.  The bad news is that it’s the FTC and the government doesn’t always use “common speak.”  The better news is that I just read a whitepaper from Goodwin Procter that is short and to the point; a shining “green” light in the darkness.

Marketers need to follow constantly evolving guidelines and laws regarding “Green Marketing Claims.”  While the FTC originally issued guidelines in 1992, they are currently considering major revisions.   These revisions come after acceptance of comments and a series of workshops on specific issues.  Three key issues addressed are:

A white paper from Godwin Procter provides an excellent overview of the issues and suggests five strategic considerations for marketers making environmental claims:

• Carefully evaluate the potential environmental benefits of products and operations
• Seek certification from third parties
• Substantiate and document any environmental claims
• Make precise environmental claims
• Ensure that representations concerning the environmental impacts and benefits of the company’s products and operating practices are consistent

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Climate group focuses marketing efforts on shifting public opinion

by C. Commisso

March 24th, 2008 in Climate Change, Environmental, Marketing

The Alliance for Climate Protection, better known as the non-profit behind former Vice President Al Gore’s “Inconvenient Truth,” is about to give the green bandwagon a big push. They’re investing $100 million a year over the next three years on a consumer marketing campaign that will focus not only on urgent environmental issues — but also on finding solutions to those issues. Says Gore, “The missing ingredient is the force of public opinion.”

The Martin Agency is looking to help the Alliance shift that tide.

Read more in today’s USA Today.  

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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? 

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Weird name, great idea

by C. Commisso

February 25th, 2008 in Business, Clothing, Environmental, Marketing

 Talk about putting control into the hands of the consumer: Eco-friendly clothing company nvohk is launching the first “community managed, eco-friendly, surf-inspired clothing company.”

The basic idea is this: you sign up to become a member, and when 5,000 members sign up, each member contributes $50 a year for management rights. Which means you get a say in running the company…you get to vote on logo design, product designs, advertising, sponsorships, etc. Plus, 35% of the net profits are distributed among members in the form of points that you can use to buy nvohk products, and 10% will be donated to environmental organizations chosen by nvohk’s members. 

It’s a fascinating model…and member number 1516 (that’s me) will be very interested to see if takes root. 

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