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Monday, March 28, 2011

If you want to be green, you had better be authentic

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.

Mike Anderson, for the Elm Street Economics consumer trends blog. A service of The Center for Sales Strategy, Inc.

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