Why “Going Green” is Becoming Taboo
Earth Day is here and thousands of companies will be taking the opportunity to announce how they are “going green.” With such encouraging messages about positive action, why are consumers seemingly indifferent and even annoyed by these reports?
An overwhelming cynicism has developed regarding claims of corporate environmental responsibility and sustainability– partly for good reason. Greenwashing is certainly an issue whereas some companies attest that their operations or products are “green” with pretty questionable justifications behind those claims.
However, should that negate the efforts of so many companies who are legitimately trying to course-correct and reduce their carbon emissions?
Many marketers are terrified to announce their sustainable actions because of the potential backlash they’ll face if their company is not considered environmentally friendly as a whole. Is it not still a good thing for a corporation to take steps towards a more sustainable future, even if they are just baby steps? What causes us to have such high expectations of companies when we don’t have them of ourselves?
On this Earth Day, let’s try not to look at corporations as deceitful polluters, but rather give them the benefit of the doubt and show some appreciation for the steps they are taking to make a brighter and greener future for us all.
Tags: Trends
This entry was posted on Thursday, April 22nd, 2010 at 10:37 am and is filed under Trends. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
April 22nd, 2010 at 2:08 pm
While I agree with your point that we should all hold ourselves to a higher standard than we do, I must take issue with your idea that we should give companies the benefit of the doubt and applaud their baby steps. The problem with big marketing budgets touting small steps, is that it does, is that it does let companies off the hook. Greenwashing is a real problem, but contrary to the point you make, it is not making people more cynical – it is making them more engaged, which is a good thing. Consider some data (something I encourage before making broad consumer generalizations):
According to Brandweek.com a new survey by firms Landor Associates, Penn Schoen Berland and Burson-Marsteller, transparency and corporate responsibility have become far more important to consumers. The survey found that 75% of consumers believe social responsibility is important, and 55% of consumers said they would choose a product that supports a particular cause against similar products that don’t (data is from the LOHAS website). That isn’t cynicism.
Many people want to make “good choices,” but the money being spent by companies congratulating themselves on near meaningless baby steps is that it muddies the issue (intentionally or unintentionally). Companies should be concerned about touting “green” and social responsibility before they have the goods to back it up. So, before they spend millions of dollars to persuade consumers that they are green, they should invest the money into actually being and doing what they want to promise. Take a real step. And then take some credit for it -that is fine. Just be honest about what you are and are not doing and the steps still to take. We shouldn’t let ourselves off the hook and neither should companies.
Thank you for your post! Marketing green is an important and complex subject that needs real debate, so keep it coming!