A well known car brand has reduced pollution by 10%, a supermarket chain has reduced packaging by 20% and an airline is switching to biofuel.
More good news, a leading Colombia drug cartel are saving lives in Columbia. This year they shot 25% less people protecting their illegal heroine operations. And now they are paying their farmers more they could be eligible for a Fairtrade certificate.
Micky ‘the Rat’ Johnson is improving home security. This year he’s broken into 50% less homes. He’s also driving a Prius instead of his old 3 litre Ford Granada, so has reduced his carbon footprint going to jobs.
An Albanian sex trade gang have reduced the number of women they are kidnapping and exporting by 15%. As they only use boats not planes they are claiming better green credentials.
All these people are doing their bit for a better world. Well that’s the spin. But we, the public, aren’t stupid. We are no more likely to think Micky is a better person for doing less crime than a car company for polluting slightly less. No matter how glossy the ads.
The trouble with so many green and ethical claims is that brands think that by doing slightly less damage they think this makes them green. This is the mentality of a 7 year old, “but mum I only hit Tommy twice.” Putting 20% or even 60% less poison into rivers does not make you ethical. Putting none in does.
So it’s no surprise that the ASA had 93 complaints about 40 greenwash ads last month and is now requiring brands to validate their claims. Even ISBA are getting in on the act by announcing that they are planning to put together guidelines. The DMA are already working on guidelines for greener direct mail.
In the green rush, too many brands have forgotten one key ethical value that is even more important to the consumer than claiming to be green – honesty. Try it sometime, it really works to build trust and a great business.
CHRIS ARNOLD
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Member since: 03 Jun 2008
Last login: 19 Nov 2009
Total Posts: 313
