3. G
r
e
e
n
w
a
s
h
i
n
g
[noun] – disinformation disseminated by an
organization so as to present an environmentally public
image
“the recycling bins in the cafeteria are just feeble examples of their
corporate greenwash.” SOURCE:
GOOGLE
DEFINITION
IMAGE:
FLICKR-‐JONATHAN
GOFORTH
5. “CORPORATIONS ARE SEEING ‘ECO-FRIENDLINESS’ AS A
KEY SELLING POINT – GREEN IS INDEED THE NEW BLACK
IN PRODUCT MARKETING.”
SOURCE:
LABNEWS
IMAGE:
FLICKR-‐YOGURINHA
BOROVA
SOURCE:
LABNEWS
6. BUT DOES GREEN MARKETING
= SUSTAINBLE EARTH?
IMAGE:
FLICKR-‐ENTRER
DANS
LE
REVE
7. The Green Gap “while more than 80% of American shoppers
claim to want to make more sustainable choices, fewer than 20% follow through
consistently when it comes to what they buy.”
IMAGE:
FLICKR-‐JOSH
SOURCE:
OGILVY
EARTH
8. ToP REASONS CONSUMERS
PURCHASE GREEN PRODUCTS
1) Environmental
Benefit
2) Overall Value
3) Trusted Product
TOP DETERRENTS TO GREEN
PURCHASES
SOURCE:
ELON
JOURNAL
IMAGE:
FLICKR-‐VALORA
GROUP
1) Expensive
2) Advertising
3) Preferred
Competition
10. “More than 98 percent of 4,000 supposedly
nature and eco-friendly products made false
or misleading claims according to a study by
environmental consulting firm TerraChoice.”SOURCE:
LABNEWS
IMAGE:
FLICKR-‐STACY
11. “22% of products displaying green marketing had
absolutely no evidence of reduced environmental
impact.” SOURCE:
LABNEWS
IMAGE:
FLICKR-‐MIKAEL
TIGERSTROM
12. “Green marketing creates a false
sense of engagement and action –
that we can simply shop our way to
environmental health.”
SOURCE:
LINKEDIN
JOEL
MAKOWER
IMAGE:
FLICKR-‐DANIEL
KULINSKI
15. “As consumers educate themselves, companies will have to perform more than
just a clever marketing ploy and perhaps act more seriously on
environmental issues to regain their respect and purchasing power.”
SOURCE:
LABNEWS
IMAGE:
ENVIRONMENTAL
LEADER
16. “Transparency has become the new lingua franca in
sustainability – a demand for companies to account
for and report their impacts, commitments, goals and
progress.” SOURCE:
LINKEDIN
JOEL
MAKOWER
IMAGE:
FLICKR-‐BRADLEYPJOHNSON
18. “90 percent of consumers agree that it’s their
own responsibility to properly use and dispose of
products, and 85 percent acknowledge the
corporate role in providing such information.”
SOURCE:
GREENBIZ
IMAGE:
FLICKR-‐MARTIN
PHOX
19. Green marketing is merely an
advertising tactic.
Sustainability begins
with you.
IMAGE:
FLICKR-‐PEKKA
NIKRUS
20. REFERENCES
"Ecofrauds
and
LiHle
Green
Lies."
Laboratory
News.
26
Mar.
2010.
Web.
24
May
2014.
<hHp://
www.labnews.co.uk/comment/lab-‐rant/ecofrauds-‐and-‐liHle-‐green-‐lies/>.
Flickr.
Yahoo!
Web.
23
May
2014.
<hHps://www.flickr.com/>.
Makower,
Joel.
"5
Reasons
Green
Markebng
Is
Going
Nowhere."
Weblog
post.
LinkedIn.
12
Mar.
2013.
Web.
24
May
2014.
<hHp://www.linkedin.com/today/post/arbcle/20130312180239-‐127714-‐5-‐reasons-‐green-‐markebng-‐is-‐
going-‐nowhere>.
OHman,
Jacquelyn,
and
David
G.
Mallen.
"5
Green
Markebng
Strategies
to
Earn
Consumer
Trust."
Weblog
post.
GreenBiz.
14
Jan.
2014.
Web.
Post,
Sponsor.
"Why
People
Buy
Greener
Products
(Hint:
It
Isn't
Always
Because
They
Love
The
Environment)."
Business
Insider.
Business
Insider,
Inc,
19
Nov.
2013.
Web.
21
May
2014.
<hHp://www.businessinsider.com/sc/
why-‐people-‐buy-‐green-‐products-‐2013-‐11>.
Richards',
Lindsay.
"Examining
Green
Adverbsing
and
Its
Impact
on
Consumer
Skepbcism
and
Purchasing
PaHerns."
The
Elon
Journal
of
Undergraduate
Research
in
CommunicaCons
Fall
2013
4.2
(2013).
Web.
IMAGE:
FLICKR-‐BRANDON
WARREN
