The Green Marketing niche grows during recession also
Advertising Age recently carried an article about how green marketing as a niche was saving advertisers and consultants from the overall recession. The green marketing area is a growth zone at the moment and Cincinnati based HSR B2B reported revenues growing by 30% in this zone.
“So many of our clients are ready for green,” said Carla Hendra, CEO of Ogilvy North America. “So we designed a total offering around helping clients associate their brand with the mission of being better at environmental management and policy, as well as promoting green products.”
But, Examiner.com’s Lisa Booth says greenwashing is becoming a growing concern: “Some companies are sincere in their efforts and want to make a positive impact by becoming more eco-friendly. However, there are businesses that have figured out that making consumers think they’re doing good can be just as beneficial. This dishonesty is known as “greenwashing.” Greenwashing refers to a marketing technique whereby a company falsely claims to have taken environmentally friendly actions.
The most harmful effect of greenwashing is that it takes away from those who are making difference by feeding growing green consumer cynicism. Eventually all eco-friendly companies might be placed under the same umbrella and our confidence in green maybe undermined”.
I see so many bag manufacturers use the word recycled and recyclable in relation to nonwoven polypropylene bags. This is an example of greenwashing. None of the bags are recycled and while they may be potentially recyclable, almost none are ever recycled in actual fact.
At Norquest we always advise customers looking for a green image to choose from a variety of nature based products we offer – cotton, organic cotton, recycled cotton, and jute. See the range at www.badlani.com/bags
- When Does Green Marketing Become Greenwashing? (thinkup.waldenu.edu)
- Green Marketing is Dead: New White Paper Investigates the Overuse of Green Marketing (prweb.com)