The increasing need for evidence

It seems like everyone is selling something “green.” Products made from recycled this or recyclable that, or companies whose behavior is alleged to be environmentally friendly in some way. Making these claims might seem as easy as hiring a clever copywriter. But some consumer groups—and the FTC—are beginning to think of many of these claims as just another puff of greenhouse gas.

According to a recent story in Marketing Daily, the FTC last considered the topic of “green marketing” in 1998. (And back then, as the story mentions, consumers hadn’t even heard of “carbon footprint.”) But the commission seems intent on reconsidering the definitions for “green marketing,” and further scrutiny of both packaging and advertising claims related to those terms.

The FTC isn’t the only point of inquiry. Consumers, themselves, are increasingly apt to investigate whether environmentally-friendly claims have merit, according to the Center for Media Research. They recently published a story asserting that only 12.1% “always” believe green advertising claims. And 41.6% of consumers at least occasionally research the claims made in green advertisements.

Implications: It is not enough for a company to craft advertising slogans or positioning statements with a green theme. Consumers are less likely to believe in such boasts, and indeed, more and more likely to go online and investigate details about a product's environmental impact. If you don’t have a legitimate claim to being environmentally responsible, advertising such is likely to do more harm than good. If you DO have a bona fide product or process which is eco-friendly, don’t just claim, demonstrate it. Provide the information and transparency that some consumers will demand before buying-in to the claim you’re selling.

Mike Anderson