The Limits of Green: Environmental Branding gets Messy

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Prediction: 2009 will get "greenwashing" companies into hot water.

The danger in cause-related marketing is that it causes more harm to a company than good, especially when companies get involved in less than good faith.

This can happen, for example, when a company like P&G gets overzealous in its PR and engineers its own green awards.

And the slope gets slippery when the Sierra Club gets involved with Clorox.

Or when SC Johnson creates its own Greenlist(TM) process - and logo! Does anyone really believe that Windex is a green product?

Or when Dell claims it's carbon neutral.

The simple question for business is can we trust you?

The answer, so far, is no.

After eight years of laissez-faire, we are finally entering into a new phase of corporate accountability. And it's not just about greenwashing.

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This page contains a single entry by Christian Sarkar published on January 2, 2009 3:34 AM.

Spielberg and Tintin? was the previous entry in this blog.

The Green Bible: What would Jesus Do to Save the Planet? is the next entry in this blog.

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