A recent story from Marketing Daily serves as a reminder… that an environmentally-friendly campaign is not enough; the consumer expects truthfulness and transparency when companies lay claim to being green. Click here to see the story.
[By the way, a similar story ran last week on the Supermarket Guru blog, but focusing on cause marketing rather than green initiatives. Click here to see that story.]
Implications: I enjoyed the way this story clarified consumer sentiment toward “green” marketing. Few consumers expect any company to have a spotless track record, with regard to environmental issues. But they expect companies to be honest. The consumer can forgive a mistake… but they are less likely to forgive a cover-up or a false claim.