Comments on: Consumers Understand Greenwash, So Why Can’t The Communications Industry?

By: Rita McConnell

Rita McConnell — Mon, 13 Oct 2008 14:43:56 +0000

Hayden is correct — I DID misunderstand this on the first read. But that fact just furthers the point I made. If we’re communicating about things that are complex, we need to be clearer in the way we do it. When we aren’t we get these greenwash arguements that hinder the efforts of companies trying to make real change. A great example is Wal-Mart — people keep insisting they are greenwashing, but in many areas they are making true change. Much of the public refuses to accept that beacuse its still stuck in the old perceptual model of what Wal-Mart is. Diana — be clearer next time — and EL, write headlines that are clearer. I saw it on the second read, but the story really looks like its hitting Patagonia.

By: Green Marketing

Green Marketing — Mon, 23 Jun 2008 18:56:03 +0000

I agree that Diana is using Patagonia as a good example and she could have made that a little clearer. Green washing, even the proliferation of green certifications, as I blogged about last week, is definitely a problem. The FTC is in the process of updating its green marketing guidelines and hopefully this will help ease the problem.

By: CSRCynic

CSRCynic — Fri, 20 Jun 2008 16:53:08 +0000

for me it is clear why the communications industry (i.e. PR/ advertising firms don’t). they have not been paid to get it, and the more they get it, the less people will consume.

I am currently working on a major project for a leading PR firm, and it is the must frustrating experience I have ever had. “it is a show” is something I have heard on multiple occasions as they speak about their own program, and I shutter to think that they actually advise others.

It is clear that while CSR is a term created by PR firms to sell more business, they are the ones who are themost conflicted commercially by true consumer awareness and sustainability

By: Mary Hunt

Mary Hunt — Fri, 20 Jun 2008 15:10:51 +0000

Not only be authentic where things come from, but also go to… recently an Eco Mom told me she wants to see a video of how/where her recycled e-waste goes. She doesn’t trust that it will not in up in some other mother’s backyard in a third world country.

Patagonia is an excellent example of walking the walk. I just bought a reclaimed threads hoodie. I liked its Life Cycle story, but I bought it for its wearability. I’m so tired of putting good money into clothes that don’t last.

By: Hayden Pearson

Hayden Pearson — Thu, 19 Jun 2008 14:57:54 +0000

I think Rita McConnell misunderstands the point that Diana Verde Nieto is making. It is clear that she is highlighting the difference between using slick advertising to greenwash and a truly green company like Patagonia using good marketing, not confusing the two.

By: Rita McConnell

Rita McConnell — Wed, 18 Jun 2008 13:06:40 +0000

I’m surprised to see Patagonia’s campaign on this list. There is nothing “greenwash” about this company. In fact its founder is considered to be one of the greenest and most pioneering corporate leaders by almost everyone in the environmental community.

Diana Verde Nieto apparently doesn’t understand the differnce between using slick advertising to “greenwash” ala Shell, and a truly green company using good marketing to spread its message. “Greenwash” is about deception, people. Not about an innovative green company using good marketing tactics.

We all need to be careful about grouping all of the corporate world’s green initiatives into the “greenwash” category. Not all marketing related to the environment belongs there.