Commentary
FTC on Greenwashing: Is That All There Is?
June 15, 2009
Posted by Kevin Tuerff
President and Principal
EnviroMedia Social Marketing
The Federal Trade Commission last week charged three companies, including Kmart Corp., Tender Corp. and Dyna-E International, with making false and unsubstantiated claims that their paper products were “biodegradable.” Kmart and Tender agreed to administrative settlements in the cases against them, while the case against Dyna-E will be litigated. The FTC made this announcement in testimony before the U.S. House Subcommittee on Commerce, Trade, and Consumer Protection of the Committee on Energy and Commerce, in a hearing titled, “It’s Too Easy Being Green: Defining Fair Green Marketing Practices.”
Five Potential Green Resolutions for 2009
January 1, 2009
Posted by Kevin Tuerff
President and Principal
EnviroMedia Social Marketing
Looking to do something for Mother Nature for your 2009 New Year's Resolutions?
Here are five suggestions that will help reduce our country's bloated energy use and carbon emissions that are causing terrible problems for the planet:
Is Green Going To Print?
October 28, 2008
Posted by Kevin Tuerff
President and Principal
EnviroMedia Social Marketing
About 50 percent of the print ads in the October 2008 issue of Portland Monthly magazine's 210-page special, "Welcome to Green City USA" include environmental marketing. But what the publisher doesn't disclose is that the magazine's pages are printed on only 10% post-consumer waste recycled paper. I had to call the publisher to find out. Fortunately, Oregon's recycling programs are great, with most collecting magazines.
The Greenwashing Index: A Six-Month Review and Plans for the Future
July 1, 2008
Posted by Dr. Kim Sheehan, Ph.D.
Associate Professor of Advertising
University of Oregon
We spent some time talking about green issues with like-minded folks yesterday, and I started thinking about some of the good … and not so good … messages that we've seen posted on the Greenwashing Index. In terms of green advertising, we could segment the ads currently airing into three groups:
- What our company does (to help protect/save the environment).
- What our company can do (what technologies are available for our company to improve our product or service that will help protect/save the environment).
- What you can do (to help protect/save the environment).
Let’s look at each of these types of messages.
Wal-Mart Weighs in on Packaging at FTC Forum
May 5, 2008
Posted by Valerie Davis
CEO and Principal
EnviroMedia Social Marketing
Reducing the weight of Honest Kids organic juice drink pouch bulk packs sold at Wal-Mart is one of the success stories highlighted at the April 30 Federal Trade Commission (FTC) “Eco in the Marketplace” public workshop on product packaging claims.
Amy Zettlemoyer-Lazar of Wal-Mart’s Sustainable Packaging Value Network and Sam’s Club Packaging explained how they reduced the Honest Kids packaging weight from 13.6 grams to 8 grams, but pointed out that the quality of the product is just as key.
A Chilling Effect
April 29, 2008
Posted by Valerie Davis
CEO and Principal
EnviroMedia Social Marketing
On the eve of the Federal Trade Commission's second workshop held for the regulatory review of its environmental marketing standards, I thought I'd share a few of the comments submitted by corporate America.
First, a quick primer. Because of the upsurge in green marketing of late, the FTC recently moved up the regulatory review of its "Green Guides" by one year. The agency kicked off the process with a standing-room-only January 8 workshop focusing on renewable energy credits and carbon offsets. The second workshop, to be held tomorrow, April 30, in Washington, D.C., focuses on packaging. Meanwhile, the FTC has invited public comment as part of its regulatory review.
Earth Day Goes Retail; Wal-Mart Impresses With Sustainable Packaging
April 21, 2008
Posted by Kevin Tuerff
President and Principal
EnviroMedia Social Marketing
Happy Earth Day from the folks behind the Greenwashing Index.
Earth Day has never had it better. The Sunday newspaper includes no less than six advertising circulars dedicated to advertising “green” products to celebrate Earth Day (April 22), from companies like The Home Depot, Lowe’s, Office Max and Office Depot.
Advertisers: Be Direct. Be Honest.
April 4, 2008
Posted by Dr. Deborah Morrison, Ph.D.
Chambers Distinguished Professor of Advertising
University of Oregon
We recently met with Dan Beard, Speaker Nancy Pelosi's Administrative Officer, at the Turnbull Center in U of Oregon's White Stag Building in Portland. His mission: discuss the Capitol's Green initiative that he leads and brainstorm ideas for further action.
In the room were business leaders, government aides, designers, educators, architects, builders, sustainability experts, and activists. Interesting to hear that one of the issues he and others contend with is greenwashing. That is, how are actions -- as well as messages -- perceived as being exaggerated in order to catch the green glow of environmental goodness?
AdAge addresses corporate cause-related marketing messages.
March 26, 2008
Posted by Dr. Kim Sheehan, Ph.D.
Associate Professor of Advertising
University of Oregon
The trade magazine Ad Age has an interesting article this week on how large companies such as Procter & Gamble and Unilever are integrating cause-related marketing, including ‘green’ messages, into many of their product strategies. Kevin Havelock, president of Unilever U.S., is quoted as saying:
"We are seeing, particularly with the new generation of young business people and young marketers, that they are only attracted to companies that fit with their own value set. And the value set of the new generation is one that says this company must take a positive and global view on the global environment.”
Observations from an Advertising Professor
February 11, 2008
Posted by Dr. Kim Sheehan, Ph.D.
Associate Professor of Advertising
University of Oregon
Consumers commenting at the Greenwashing Index Web site seem to be knowledgeable about many environmental issues. Comments regarding the Ford ad with Kermit the Frog call into question the value of Ford talking about the miles per gallon (MPG) rating for their Escape SUV. Consumers are savvy enough to know what a good MPG rating is and is not. Advertisers should study what consumers already know about the environment and how they feel about it.
Hit 'Pause' on Super Bowl Car Ads
February 1, 2008
Posted by Kevin Tuerff
President and Principal
EnviroMedia Social Marketing
This Sunday can be labeled advertisers' biggest time of year. When Lamar Hunt coined the phrase Super Bowl so many years ago, perhaps he didn't know it would be such a spectacular sport for companies advertising their products.
From soft drinks to beer to computers, Super Bowl ads run the gamut of products, but with environmental issues and climate change top of mind for consumers, ads are moving into a new direction.
Who Are Today's Green Consumers?
February 1, 2008
Posted by Dr. Kim Sheehan, Ph.D.
Associate Professor of Advertising
University of Oregon
Who do you think a "green" consumer is? Whatever your notion, you're probably right. More and more, consumers are becoming interested in products and services seen as beneficial to the earth. Consumer studies find that about one-half to two-thirds of the population is interested in environmental issues and think about these issues when exercising their buying power.
A Word About Greenwashing: Authenticity
January 23, 2008
Posted by Valerie Davis
CEO and Principal
EnviroMedia Social Marketing
The foundation for any advertising or public relations campaign making environmental marketing claims can be described in one word -- authenticity. The company's commitment to sustainable business practices should be in its DNA before it proclaims to the world how green it is. One company that seems to be doing it right is Whole Foods Market, Inc., which announced yesterday it's banning disposable plastic bags at each of its 270 stores in the U.S., Canada and the U.K.
Initial Observations for FTC Green Guides
January 11, 2008
Posted by Dr. Kim Sheehan, Ph.D.
Associate Professor of Advertising
University of Oregon
A recent story in the New York Times reported the Federal Trade Commission (FTC) has not updated its environmental advertising guidelines, known as the Green Guides, since 1998. Back then, the agency did not create definitions for phrases that are common now -- like renewable energy, carbon offsets and sustainability.
As the FTC continues to study 'green' marketing messages and to develop guidelines to address such messages, I encourage them to address the following issues that have come to light from a variety of green messages posted at this Greenwashing Index Web site.
Why Rating Green Ads Here Is Important
January 8, 2008
Posted by Dr. Deborah Morrison, Ph.D.
Chambers Distinguished Professor of Advertising
University of Oregon
Rating ads for the Greenwashing Index is important. Your input and energy on this project does three things:
- it gives you the chance to assess claims via the Index and consider how advertisers are using information,
- the public nature of the index lets other consumers and advertisers see how people are reading the ads and claims, and
- it turns thought to action. By making a statement in this forum, we encourage and push advertisers to find authentic ways to establish green practices.
Full Disclosure Should Be Required for Carbon Offsets
December 29, 2007
Posted by Kevin Tuerff
President and Principal
EnviroMedia Social Marketing
With so much focus on global climate change, many companies and nonprofit organizations have rushed to "do something" to demonstrate their environmental commitment. Perhaps the fastest growing example is the sale of carbon offsets. This environmental "sin tax" allows the buyer to donate money to a company or nonprofit who will, in turn, use the funds to plant trees or invest in renewable energy projects.
