Ajarn Scott Smitt 's Presentation.

1. Niche Tourism
Lecture 3
October 23, 2010

11. Issues onIssues on
SustainableSustainable
TourismTourism
Development inDevelopment in
ThailandThailand
Presented by Aj Scott Michael Smith

13. 1960 – 20101960 – 2010
50 years of Thai tourism50 years of Thai tourism
?????? What will it be in the next 50What will it be in the next 50
yearsyears??????

14. 50 years of Thai tourism50 years of Thai tourism
successionsuccession
1960 – 19781960 – 1978 Promotion and Public RelationPromotion and Public Relation
19791979 –– 19911991 Planning and DevelopmentPlanning and Development
19921992 –– 22001001 Sustainable DevelopmentSustainable Development
20022002 –– presentpresent IInstability and no directionnstability and no direction

15. - technology advancement,
modern infrastructure and tourism
amenities
- social and environmental problems
- congestion, pollution, globalization
past
future
Where’ll we be in the next 50 yearsWhere are we today?
- the abundance of resources and environment
- lack of infrastructure / tourism amenities
- Thai people, Thai ways, Thai smile

16. WHAT THAILAND HAS DONEWHAT THAILAND HAS DONE
RIGHTRIGHT
►13 factors have underpinned its tourism industry since13 factors have underpinned its tourism industry since
19601960
►12 of these are ‘good’ factors and one not so good12 of these are ‘good’ factors and one not so good
►But they are all factors neverthelessBut they are all factors nevertheless

17. WHAT THAILAND HAS DONEWHAT THAILAND HAS DONE
RIGHTRIGHT
The stability and security of Thailand under the wiseThe stability and security of Thailand under the wise
and benevolent reign of His Majesty King Bhumibholand benevolent reign of His Majesty King Bhumibhol
AdulyadejAdulyadej

18. WHAT THAILAND HAS DONEWHAT THAILAND HAS DONE
RIGHTRIGHT
A long-standing geographical advantage that hasA long-standing geographical advantage that has
positioned Thailand at the crossroads of Asiapositioned Thailand at the crossroads of Asia

19. WHAT THAILAND HAS DONEWHAT THAILAND HAS DONE
RIGHTRIGHT
The long-standing visa-free and visa-on-arrival policyThe long-standing visa-free and visa-on-arrival policy

20. WHAT THAILAND HAS DONEWHAT THAILAND HAS DONE
RIGHTRIGHT
A generally favourable exchange rateA generally favourable exchange rate

21. WHAT THAILAND HAS DONEWHAT THAILAND HAS DONE
RIGHTRIGHT
Extensive airline and aviation access to Thailand inExtensive airline and aviation access to Thailand in
terms of both domestic and regional linkagesterms of both domestic and regional linkages

22. WHAT THAILAND HAS DONEWHAT THAILAND HAS DONE
RIGHTRIGHT
A friendly and service-oriented peopleA friendly and service-oriented people

23. WHAT THAILAND HAS DONEWHAT THAILAND HAS DONE
RIGHTRIGHT
An excellent reputation for product deliveryAn excellent reputation for product delivery
including a extensive range of natural andincluding a extensive range of natural and
cultural heritage attractionscultural heritage attractions

24. WHAT THAILAND HAS DONEWHAT THAILAND HAS DONE
RIGHTRIGHT
The strong promotional campaigns during the pastThe strong promotional campaigns during the past
years, starting with the Visit Thailand Year ofyears, starting with the Visit Thailand Year of
1987 and leading up to the Amazing Thailand1987 and leading up to the Amazing Thailand
campaign of recent yearscampaign of recent years

25. WHAT THAILAND HAS DONEWHAT THAILAND HAS DONE
RIGHTRIGHT
The good image of Thailand cultivated by books,The good image of Thailand cultivated by books,
movies and other icons like famous hotelsmovies and other icons like famous hotels

26. WHAT THAILAND HAS DONEWHAT THAILAND HAS DONE
RIGHTRIGHT
Strong regional co-operation and joint tourismStrong regional co-operation and joint tourism
promotion with the Mekong subregion andpromotion with the Mekong subregion and
ASEAN neighbouring countriesASEAN neighbouring countries

27. WHAT THAILAND HAS DONEWHAT THAILAND HAS DONE
RIGHTRIGHT
Good tourism productions and accommodationGood tourism productions and accommodation
catering for all budgets (backpackers to topcatering for all budgets (backpackers to top
deluxe travellers)deluxe travellers)

28. WHAT THAILAND HAS DONEWHAT THAILAND HAS DONE
RIGHTRIGHT
Good balance of business, leisure, VFR, long-stay,Good balance of business, leisure, VFR, long-stay,
and MICE delegatesand MICE delegates

29. ONE NEGATIVE POINTONE NEGATIVE POINT
Nightlife: Officially, no one will admit this but weNightlife: Officially, no one will admit this but we
cannot deny that our infamous nightlife has been thecannot deny that our infamous nightlife has been the
subject of intensive media coverage over the yearssubject of intensive media coverage over the years

30. IN SUMMARYIN SUMMARY
Combination of good image, value for money,Combination of good image, value for money,
products, facilitation, accessibility, accommodationproducts, facilitation, accessibility, accommodation
and activitiesand activities

31. WHAT HAS BEEN DONE NOT SOWHAT HAS BEEN DONE NOT SO
RIGHTRIGHT
Marketing has been strong but tourismMarketing has been strong but tourism
management efforts have not been equallymanagement efforts have not been equally
powerfulpowerful

32. DONEDONE NOTNOT SO RIGHTSO RIGHT
Infrastructure in most tourist destinations especiallyInfrastructure in most tourist destinations especially
in the different regions was not good enough toin the different regions was not good enough to
receive international visitorsreceive international visitors

33. DONE NOT SO RIGHTDONE NOT SO RIGHT
Local culture and traditions are losing value for theLocal culture and traditions are losing value for the
community by becoming an activity for touristcommunity by becoming an activity for tourist
purposes onlypurposes only

34. DONE NOT SO RIGHTDONE NOT SO RIGHT
Most of the planning had a very clear-cut directionMost of the planning had a very clear-cut direction
but not much of it was implemented, in the field ofbut not much of it was implemented, in the field of
destination management and product developmentdestination management and product development

35. DONE NOT SO RIGHTDONE NOT SO RIGHT
Some developments such as building roads to theSome developments such as building roads to the
tourist destinations in many instances were used totourist destinations in many instances were used to
rake in profits for investors even though they were atrake in profits for investors even though they were at
that time far from the communities and places ofthat time far from the communities and places of
fragile ecosystem such as beaches, islands,fragile ecosystem such as beaches, islands,
mountains and waterfallsmountains and waterfalls

36. DONE NOT SO RIGHTDONE NOT SO RIGHT
Original owners of the land lose their means ofOriginal owners of the land lose their means of
livelihoods When the income from selling off thelivelihoods When the income from selling off the
land finishes, the locals migrate to other placesland finishes, the locals migrate to other places

37. DONEDONE NOTNOT SO RIGHTSO RIGHT
As the base numbers grew, competition becameAs the base numbers grew, competition became
higher than ever and the Thai tourism industry fellhigher than ever and the Thai tourism industry fell
into the ‘Low Price Trap’ cycle which ledinto the ‘Low Price Trap’ cycle which led
eventually to more deterioration of destinationseventually to more deterioration of destinations
and productsand products

38. DONE NOT SO RIGHTDONE NOT SO RIGHT
The different development plans that were designedThe different development plans that were designed
to increase integration in many instances wereto increase integration in many instances were
stopped for political reasons by powerfulstopped for political reasons by powerful
politicians who wanted to direct development topoliticians who wanted to direct development to
their regionstheir regions

39. DONE NOT SO RIGHTDONE NOT SO RIGHT
Policies on management of supply and demand,Policies on management of supply and demand,
human resources at all levels, establishment ofhuman resources at all levels, establishment of
standards, quality control and safety and securitystandards, quality control and safety and security
issues are not as clear-cut and target-driven asissues are not as clear-cut and target-driven as
the marketing policiesthe marketing policies

40. DONE NOT SO RIGHTDONE NOT SO RIGHT
There is still not enough public participationThere is still not enough public participation
Policies made at the centre are pushed upon thePolicies made at the centre are pushed upon the
provincial governorsprovincial governors

41. DONE NOT SO RIGHTDONE NOT SO RIGHT
Creating a Ministry of Tourism and Sports has alsoCreating a Ministry of Tourism and Sports has also
not yet borne fruitnot yet borne fruit

42. DONE NOT SO RIGHTDONE NOT SO RIGHT
Problems from development that have piled up overProblems from development that have piled up over
40 years have not yet been tackled such as40 years have not yet been tackled such as
inappropriate development, illegal constructioninappropriate development, illegal construction
and violation of environmental regulations to HRand violation of environmental regulations to HR
development, setting service standards, qualitydevelopment, setting service standards, quality
assurance, safety of life and propertyassurance, safety of life and property

43. DONE NOT SO RIGHTDONE NOT SO RIGHT
Even though past crises have been managed well, thereEven though past crises have been managed well, there
are still weaknesses that need to be improved such asare still weaknesses that need to be improved such as
lack of readiness to tackle the problems, lack of goodlack of readiness to tackle the problems, lack of good
systems, planning and authority to act and takesystems, planning and authority to act and take
responsibility, and crisis management centresresponsibility, and crisis management centres

44. ConclusionConclusion
There can be no tourism industry if the culture,There can be no tourism industry if the culture,
society and environment is not preservedsociety and environment is not preserved
No matter how much marketing is done, if theNo matter how much marketing is done, if the
product cannot sell (because it has no quality) itproduct cannot sell (because it has no quality) it
will be difficult to remain sustainablewill be difficult to remain sustainable
A strong community is a happy community becauseA strong community is a happy community because
the happiest community will build the best tourismthe happiest community will build the best tourism
productproduct

45. ConclusionConclusion
The local communities live with the forests, heritage and wildlife IfThe local communities live with the forests, heritage and wildlife If
their economic conditions remain poor, it will be hard for themtheir economic conditions remain poor, it will be hard for them
to preserve the local environmentto preserve the local environment
Balancing supply and demand is critical The correct way would beBalancing supply and demand is critical The correct way would be
to take supply as the constant because it is easier to control andto take supply as the constant because it is easier to control and
hence more sustainablehence more sustainable
We cannot only look at economic prosperity at the macro levelWe cannot only look at economic prosperity at the macro level
alone but the micro level need to be considered in order toalone but the micro level need to be considered in order to
alleviate poverty in the areaalleviate poverty in the area

46. ConclusionConclusion
Grassroots gain is the main aspect for long termGrassroots gain is the main aspect for long term
successsuccess
A proper tourism management system for theA proper tourism management system for the
community will enhance both the economic andcommunity will enhance both the economic and
environment of the areaenvironment of the area
Enhance build the management capacity of theEnhance build the management capacity of the
local community This means stricter lawlocal community This means stricter law
enforcement as well as some form of financialenforcement as well as some form of financial
mechanismmechanism

47. ConclusionConclusion
Tourism development needs to be systematic,Tourism development needs to be systematic,
identify clear linkages to other social, economic,identify clear linkages to other social, economic,
cultural and political sectorscultural and political sectors
That is the essence of sustainabilityThat is the essence of sustainability

48. ConclusionConclusion
Simply being guided by numbers growth is not aSimply being guided by numbers growth is not a
measure of success over the long-termmeasure of success over the long-term
Thailand as a developing country should adopt theThailand as a developing country should adopt the
concept of His Majesty the King’s Sufficiencyconcept of His Majesty the King’s Sufficiency
Economy as a guide line of it’s sustainableEconomy as a guide line of it’s sustainable
tourism developmenttourism development

49. SufficiencySufficiency
EconomyEconomy
► reasonablenessreasonableness
► moderationmoderation wisdoms/ethicswisdoms/ethics
► immunizationimmunization

50.  Capitalism EconomyCapitalism Economy -- driven by lust and greeddriven by lust and greed
 Sufficiency EconomySufficiency Economy -- driven by wisdoms and ethicdriven by wisdoms and ethic
SufficiencySufficiency
EconomyEconomy

51.  tourism could be compare as a big strongtourism could be compare as a big strong
current passing by. How could we irrigate thecurrent passing by. How could we irrigate the
water to our landwater to our land
 Tourism could be as a big flash flood thatTourism could be as a big flash flood that
destroy our landdestroy our land
 Sufficiency Economy concept will act as aSufficiency Economy concept will act as a
checked dam of tourism that can prevent floodchecked dam of tourism that can prevent flood
and keep the waterand keep the water

52. Top 9 Sites??Top 9 Sites??

53. • Amphawa Community
• Klong Suan 100-Year-Old
Market
• Pai
• Phu Kum Khao Dinosaur
Museum
• Phu Soi Dao National Park
• Si Satchanalai Historical Park
• Sukhothai Historical Park
• Wat Phumin
• Wat Phra That Lampang Luang
Top 9 Thai Destinations

54. Defining ThainessDefining Thainess

55. TangibleTangible ElementsElements

56. Intangible ElementsIntangible Elements

57. Develop Innovative Creative
Industry Tourism Products
Around Our Unique Thai
Culture

58. Niche MarketsNiche Markets

60. Creative TourismCreative Tourism

61. Thailand faces seriousThailand faces serious
tourism competitiontourism competition
Many countries have beaches,Many countries have beaches,
great hotels, shopping, sportsgreat hotels, shopping, sports
facilities, night life…..facilities, night life…..

62. Thailand has a unique culture, way of life,Thailand has a unique culture, way of life,
food, history, performing arts, fashion,food, history, performing arts, fashion,
handicrafts which are part of the creativehandicrafts which are part of the creative
industries and that those same industriesindustries and that those same industries
can help to promote and enhance.can help to promote and enhance.

63. What Can We Do?What Can We Do?

64. Develop Innovative Creative
Industry Tourism Products
Around Our Unique Thai
Culture

65. Design, marketing, packaging,Design, marketing, packaging,
promotion….promotion….
Establish Creative
Clusters Bringing Together
Designers and Artistic and
Handicraft Producers

66. Creatively Tell the ThaiCreatively Tell the Thai
"Story""Story"
Interpretation

69. Going Green

70. One Planet Living - WWF
United States - 5
UK - 3
India - 0.4
Fair Share – 1
www.wwf.org.uk
Globally we now require 1.4 planets

72. Business Ethics Magazine
List of 100 Best Corporate Citizens
(only publicly traded companies)
No Lodging Companies On This List
3 Restaurant Companies Listed
1 Airline Listed
*No Other Firm From T&T Listed

73. We have not inherited the
Earth from our ancestors.
We have only borrowed it
from our children
– Ancient Proverb

75. What is a brand?

76. BRANDING
• Your Most Valuable
Asset
• Your Guarantee of Your
Product
• Something that You
‘Stand Behind’
• Imagery of Your Product

77. ASEAN Tourism Branding
US$117.2 million
US$101 million
US$258 million

79. VIETNAM Tourism Branding

86. In Today’s Marketplace,
Niche Tourism Products Must Be……
Targeted Creative
Web-based Lifestyle focused

87. Issues and Trends
Conflicting Messages?

88. Top 10 Tourism Trends
(after Safety and Security)
1. Niche Tourism
2. Emergence of New Source Markets (CHINDIA)
3. Destination Branding
4. Marketing through the Worldwide Web
5. Emergence of the Leisure Society
6. Co-op’etition
7. The Responsible Tourist
8. Dynamic Packaging - the Do-it-Yourself Traveller
9. Value for Money (Transparency in Pricing)
10. Consolidation and Restructuring of Supply

89. There will always be Obstacles

91. Cambodia China (Yunnan / Guangxi) Lao PDR
Myanmar Thailand Vietnam

93. A Golden Piece of Tourism Real EstateA Golden Piece of Tourism Real Estate

94. Mekong Tourism
Finances
• Annual Government Contribution for
Operating Budget = US$90,000
• Donor and Private Sector Cash and In-Kind
Contributions
• Support by Asian Development Bank, Thailand
Ministry of Tourism and Sport and French
Government

95. Tourism Sector Strategy
Available for Download at www.mekongtourism.org

96. Target International Tourism Arrivals
0
10,000,000
20,000,000
30,000,000
40,000,000
50,000,000
60,000,000
2005 2010 2015
Arrivals
Thailand Other GMS Countries
Arrival Forecasts

97. Expected Outcome: Estimated Value of Tourism
Expenditure in $ Billions
(at 2005 prices)
Sub SectorsSub Sectors 20042004 20102010 20152015
Lodgings &Lodgings &
FoodFood 5.275.27 10.5110.51 18.6718.67
TransportationTransportation 1.941.94 3.873.87 6.876.87
ShoppingShopping 4.074.07 8.118.11 14.4014.40
ToursTours 1.191.19 2.372.37 4.214.21
Other ServicesOther Services 2.332.33 4.644.64 8.258.25
TOTALTOTAL 14.8014.80 29.5029.50 52.4052.40
Source: GMS Tourism Sector Strategy, June 2005

98. 1. Mekong River Tourism Corridor
2. Golden Quadrangle
3. East West Tourism Corridor Zone
4. Emerald Triangle
5. Southern Tourism Coastal Corridor
6. Green Development Triangle
7. Lao PDR – Viet Nam Cross-border
Community-based Tourism Zone
8. Andaman Coast Tourism Zone
9. Shangri-la–Tengchong–Myitkyina
Tourism Development Zone
10. Red River Valley Tourism Zone
11. Guangxi – Northeast Viet Nam
Borderlands Tourism Zone
Mekong Tourism
13 Priority Areas
Yuxi
Vung Tau
Dung Quat
Quy Nhon
Nha Trang
Thap Cham
Phan Thiet
Vinh
Tanap
Dong Ha
Than Hoa
Nam Doth
Haiphong
Bei Hai
Da Nang
Hue
Cau Treo
Ngoc Hoi
Duc Co
Nam Can
Tay Trang
Pathein
Pyay
Kyeeni
Mandalay
Yatsouk
Loilem
Kengtung
Jinghong
Tachilek
Mae Sai
Chiang Kong
Nateuli
Mohan
Denchai
Phitsanulok
Mawlamyine
Nakhon Sawan
Bannet Narong
Tavoy
Nam Tok Suphanburi
Ayuttaya
Kanchanaburi
Petchaburi
Hua Hin
Prachuap Khiri Khan
Sattahip
Chunburi
Nakhon Ratchasima
Bua Yai
Khon Kaen
Nong Khai
Chongmek
Surin
Trat
Koh Kong
Sihannoukville
Surat Thani
Svay Rieng
Kampong Cham
Stung Treng
Attapeau
Pak Mong
Vang Vieng
Xieng Khouang
Hoa Binh
Gejiu
Hekou
Nuihong
Kep
Lang Son
Myitkyina
Muse
Lashio
Mangshi
Xiangyun
Chuxiong
Bigu
Baoxiu
Mohei
Budalin
ShanglinNapo
Bose
Tianlin
Xilin Hechi
Liuzhou
Guilin
Longsheng
Ziyuan
Zhongshan
Wuzhou
Laibin
Yulin
Dahua Yaozu
Guiyang
Dongxing
Pingxiang
Longzou
Daxing
Bagan
Ruili
Lijiang
Baoshan
Zhongdian
Siem Reap
Phuket
Udon Thani
Chiang Mai
Ben Nape
Ban Dong
Cham Toal
Ban Panghok

10°
30°
25°
20°
15°
10°
30°
25°
20°
15°
95° 100° 105° 110°
95° 100° 105° 110°
Gulf of Thailand
Andaman Sea
Gulf of Tonkin
HANOI
VIENTIANE
BANGKOK
YANGON
PHNOM PENH
Ho Chi
Minh
Nanning
Kunming
Poipet
MYANMAR
Yunnan Province PRC
Guangxi Zhuang Autonomous Region PRC
Hat Yai
Dali
Tengchong
Menghai
Lao Cai
LAO PDR
CAMBODIA
Dao Phu Quoc
Mae Sot
Chiang Rai
Boten
Luang Namtha
Louang Phrabang
Pak Tho
Songkhla
Ko Samui
Aranyaprathet
Phanom
Sarakham
Ha Tien
Kampot
Pakse
Mukdahan
Nakhon Phanom Thakhek
Na Duoung
Cai Lan
THAILAND
VIET NAM
Do Dau
Legend :
The Greater Mekong
Shoreline
Proposed
Subregional Road
Nature/Adventure-based Tourism
Culture/Nature-based Tourism
Marine/River-based Tourism
Map 11
1. The Mekong River Corridor
11. Guangxi-Northeast Vietnam Karst Borderlands
10. The Red River Valley
9. Shangri-la/Tengchong/Myitkyina Cluster
8. Andaman Coast and Islands
7. Houaphanh-Thanh Hoa-Son La Tourism Circuit
6. The Green Triangle
5. The Southern Coastal Corridor
4. Emerald Triangle
3. East West Corridor
2. The Golden Quadrangle
North-South
Economic Corridor
East-West
Economic Corridor
Southern
Economic Corridor
999999999
222222222
111111111111111111
101010101010101010
777777777
111111111
333333333
444444444
666666666
333333333
888888888
555555555
111111111
111111111
Ubon
Ratchathani
Ayuthaya
Sukhothai
Savannakhet
Ban Lao
Pakkading
Lao Bao
Na Meo
Simao
Ban Xayden
Huay Xai
Nong Haet
Not Shown on the Map are: 12. Heritage Necklace Circuit and 13. GMS Coastal and River Cruise Lines

99. MARKETING
Mekong
Tourism Office
(MTO)
DEVELOPMENT
Mekong Tourism
Coordinating Office
(MTCO)

100. Marketing the Mekong
Mekong Tourism Office (MTO)
Plan 2009-2010

101. •Profitable
•Socially
Inclusive
•Low
on
CO
2
•High
on
+
Im
pacts

102. Nature Community Culture
Eco- (Lodges, Tourism, Tours) Tourism Religion
Sustainable Village Heritage
Green People Buddhism
Verdant Market Animism
Nature-based Local Native
Diverse Rural Tourism Tribal
Agro Tourism Home Stays Huts
Soft Adventure Mekong Rustic
Water Pure Authentic
Untainted Indigenous Real
River Simple
Fresh
Activities: cycling, trekking canoeing, hiking, rafting, elephant treks, self drive holidays, camping…..
Thematic Direction of
Explore Mekong Campaign

103. We need a slogan and a logo….
Any ideas???

104. Explore Mekong Campaign Slogan and Logo
• Pure and Simple
• Back to Basics
• Asia’s Last or Final Frontier
• Come Find Yourself
• A River Runs Through It
• Meet the Mekong
• At the Edge of Asia
• The Outback of Asia
Explore MekongExplore Mekong

107. Rich Regional Web Content
www.exploremekong.org
Suggested itineraries to 13 zones
Interactive Maps
Airline, bus and train information
Video clips
Feature articles
Booking Engine
Travel news from around the region
Social Media Interactivity

108. Explore Mekong Campaign
Core Activities
• Great Mekong Give-a-way 2009 and 2010
(via www.exploremekong.org)
Monthly Lucky Draw for Registered Users
Quarterly Lucky Draw for Users of Booking Engine
Regular Contests (painting, photography, video)
An Online Mekong Auction
Media Familiarizations
• Anchor Events
Each Country to Organise and Sponsor an Event using the Mekong
Theme (sports events, concert, festival, etc)
Equally Divided throughout the calendar year 2010

109. Explore Mekong
Collateral Ideas
• Fact Sheet
• Thumb Drive
• Calendar
• Cook Book
• Passport to the Mekong (discount voucher book)
• Press/Media Kits

110. Explore Mekong
Advertising Wish List
PrintPrint TelevisionTelevision ElectronicElectronic
International Herald Tribune
TIME Magazine
Smart Public Relations
ESPN (sports nuts)
AXN (adventure enthusiasts)
CNBC (financial fanatics)
BBC (news addicts
Hallmark (women viewers)
Earth TV
On Line Travel Agents
(Expedia, Odopo, Zuji, Whotif,
Travelocity)
Trip Advisor
Facebook
Google Earth
Skype
Major Search Engines
Driving Traffic to www.exploremekong.org
Media Mix Budget Range: US$50,000-1,000,000

111. The Critical Success Factor
• Join the www.exploremekong.org
booking engine
• Provide in-kind and/or cash
contributions for the Explore
Mekong Campaign and the
Mekong Tourism Office
• Tell your clients, partners
and suppliers and encourage
their participation (word of
mouth)
• Content and Ideas
Private Sector Partnership
and Collaboration

112. A B
Thank You
Peter@Mekongtourism.org

113. Greenwashing
What? Why? Why not? And how to avoid it

114. What is
Greenwashing?

115. 115
Green wash·
(gr n'w sh',ē ŏ
-wôsh')
“verb: the act of misleading consumers
regarding practices of a company or the
environmental benefits of a product or
service.”

116. 116
1Greenwash is misleading the public by
stressing environmental credentials of a
person, a product or an organization
when these are unfounded or irrelevant

117. 117
2Greenwash is an environmental
claim which is unsubstantiated (a fib)
or irrelevant (a distraction)

118. 118
3It’s greenwashing when a company or
organization spends more time and money
claiming to be “green” through advertising and
marketing than actually implementing business
practices that minimize environmental impact.

119. 119
CFC FREE | ORGANIC | FREE RANGE |
CRUELTY FREE | BIO | DOPLPHIN FRIENDLY
| NON TOXIC | BIODEGRADABLE |
RECYCLABLE | ECO | CARBON NEUTRAL |
FSC | AGAINST ANIMAL TESTING | VEGAN |
FAIRTRADE | LOCAL | OZONE FRIENDLY |
CARBON OFFSET

120. Why does
greenwashing happen?

121. It depends on how you look at it,
But reasons are positive

122. 1changing buying patterns in consumer
markets

123. Green is a new sort of ‘good manners’Green is a new sort of ‘good manners’

124. 2We’re motivated to
tell the story
in the most
beautiful way
2we’re motivated
to tell the story
in the most
beautiful way

125. “Green is fashionable and cool”

126. Why all the fuss?
Why is that so bad?

127. • More complaints
• Undermining
confidence in
advertising
• Sabotage of
environmental
movement in business
• Bad press attention
It depends on how you look at it,
But reasons are positive

128. 2 ways you can
avoid greenwashing

129. 1Stick to the MAIN PRINCIPLE
of Greenvertising:
Green Marketing is not about making
normal things seem green
(greenwashing),
it is about making green stuff seem
normal

130. 2Be aware of the
“seven sins of Greenwashing”:

131. 1
The sin of suggestive pictures:
Green images
that indicate a
(un-justified)
green impact

132. 2
The sin of the hidden trade off:
Suggestion of being Green,
based on a single
environmental attribute,
while blurring all other
parameters which are
maybe more important,
like a Hummer that is
claiming that it is a Hybrid

133. 3
The sin of no proof
Claims that could be right, but are not
supported by any evidence, or by any
reliable third-
party certification,
like Household lamps that promote
their energy efficiency without any
supporting figures or certification.

134. 4
The sin of vagueness
Claims that are
expressed with fluffy
language with no
clear meaning ,
like ‘planet-friendly’
packaging

135. 5
The sin of irrelevance
environmental claims that are redundant and
unimportant for customers
seeking environmentally preferable products.

136. 6
The sin of lesser of two evils
These are “green” claims that may be
true within
the product category, but that risk
distracting the consumer from the
greater
Health- or other negative
impacts of the category as a whole
Like organic cigarettes

137. 7
The sin of fibbing
out-right lying, and
produce
totally fabricated claims or
data
Like driving climate neutral

138. Find 5 sins of
Greenwashing
in this ad