ecoMarketing
This is the stuff reputations are made of.
A lot of companies are showing off their product or services green credentials, but beware: these claims are far too often only green on the surface.
As a business you care about what people think of your company, and although green labelling is largely unregulated for most things, there are still published standards. Add consumers that are becoming increasingly savvy with their knowledge of real ecoConscious business and you are running a risk. So do not get caught in weak claims, the damage and cost to your business is not worth it.
Avoiding the risk is easy: understand your real problem areas and plan to change and be open about it... turning off the lights at all your locations only goes so far if you routinely leak waste on your property.
When you do make that change, let people know, but do it right.
Know your audience, and if you are going to hand our promotional products to highlight the change: do not brag about waste management then give out disposable flashlights.
There are many great resources about ecoMarketing and greenwashing, take the time to explore and learn more.
Getting Started
- Green Guide Home
- Sustainability
- Building a business that will last for the next generation.
- ecoBuildings and Operations
- Innovative ideas, solutions, and services to reduce your facilities environmental footprint.
- ecoMarketing
- Let everyone know you are making a difference, and do it right.
- Climate Change
- It is all connected, learn more and find how how you can reduce your impact.
- Environmental Compliance
- The government sets the targets: you need to get there. Here are some resources to show you how.
ecoMarketing Resources
- Understanding ecoMarketing
- The Reality
- Reuters: Most "green" products seen to make false claims"
- Environmental Audit Committee - Second Report on Environmental Labelling
- Guidelines
- Canadian Competition Bureau
- Environmental Claims: A Guide for Industry and Advertisers
- ISO 14020: Environmental Labelling
- Purchase a copy of the ISO stanadard for your business to use as a guideline.
- Take Action
- 1% For the Planet
- Take the first step at supporting the environment, and the community, while getting recognized for your dedication.
- Contact a Chamber Professional
Case Studies
- Coming soon!
The Six Sins of Greenwashing
- 1. Hidden trade-offs: A product that's eco-friendly in some ways, but not others, such as paper from sustainable forests that's bleached by methods that release dioxin.
- 2. No proof: A claim that can't be substantiated by easily available information or reliable certification, such as toilet paper claiming a certain percentage of recycled content, but without evidence.
- 3. Vagueness: A claim so poorly defined its meaning will likely be misunderstood. "All natural" isn't always non-toxic, for instance.
- 4. Irrelevance: A claim that may be truthful but not helpful – CFC-free is a frequent claim, but CFCs are banned by law.
- 5. Fibbing: False claims, such as products claiming to be Energy Star-certified that are not.
- 6. The lesser of two evils: A claim true within a product's category, but not for the category overall, such as a "fuel-efficient SUV."
Proud Member
InstaPoll
Now that spring is here how would you rate London's road system?