10 Email Marketing Best Practices to Increase Engagements, CTR, And ROI
Greenwashing
1.
2. WHAT IS GREENWASHING????
Marketing strategies used by companies and
advertisers to influence consumers into
thinking the product and/or company is
environmentally friendly
3. Well intended consumers can be misled into
purchases that do not deliver on that
environmental promise .
Competitive pressure from illegitimate claims can
take market share away from legitimate products .
Can lead to cynicism and doubt about all
environmental claims.
What is wrong with
Greenwashing?
4. TWO WAYS TO AVIOID
GREENWASHING
I. Stick to the main principle of
“GREENVERTISING”.
II. Beware of the seven sins of
GRENWASHING.
5. GREENVERTISING
The focus is to promote the product
around the premises of environment or
environmental situations.
As more and more environmental
concerns are arising, companies see
an opportunity to tap this concern in
their favour. Hence, comes the green
advertising.
6. CUT OUT THE 7
SINS OF
GREENWASHING
1)The Sin of the Hidden
Trade-Off
2)The Sin of No Proof
3)The Sin of Vagueness
4)The Sin of Worshiping
False Labels
5)The Sin of Irrelevance
6)The Sin of Lesser of
Two Evils
7)The Sin of Fibbing
7. THE SIN OF THE HIDDEN
TRADE-OFF
Labelling a product as environmentally friendly based on
a small set of attributes (i.e., made of recycled content)
when other attributes not addressed (i.e., energy use of
manufacturing, gas emissions, etc.) might make a bigger
impact on the eco-friendliness of a product as a whole.
8. Making an environmental claim without
providing easily accessible evidence on
either the label or the product website
(i.e., a light bulb is touted as energy
efficient with no supporting data).
2)THE SIN OF NO PROOF
THE SIN OF NO PROOF
9. Using terms that are too broad or poorly
defined to be properly understood (i.e., an
“all-natural” cleaner may still contain
harmful ingredients that are naturally
occurring).
THE SIN OF VAGUENESS
10. The Sin of Worshiping False Labels
Implying that a product has a third-party
endorsement or certification that doesn’t
actually exist, often through the use of
fake certification labels.
THE SIN OF WORSHIPING
FALSE LABELS
11. Stating something that is technically true
but not a distinguishing factor when
looking for eco-friendly products (i.e.,
advertised as “CFC-Free”—but since
CFCs are banned by law this is
unremarkable).
THE SIN OF IRRELEVANCE
12. The Sin of Lesser of Two EvilsTHE SIN OF LESSER OF TWO
EVILS
Claiming to be greener than other products
in its category when the category as a whole
may be environmentally unfriendly (i.e., an
organic cigarette may be greener, but, you
know, it’s still a cigarette).
13. The Sin of Fibbing
Advertising something that just isn’t
true (i.e., claims to be Energy Star
Certified, but isn’t).
THE SIN OF FIBBING
15. Tell a friend. If
more people are
aware of the
problem, it’s easier
to combat.
Be on the look-out
for the Seven Sins
on your product
labels. Play Name
That Sin for
practice.
16. Familiarize yourself with existing eco-labels so
you’ll be able to spot the phonies. (Not sure
about a label? Verify it with this tool from
Consumer Reports.)
Shop with vendors who are dedicated to
honesty in advertising.
