Commentary
On FTC Green Guides: The ad industry doth protest too much
March 30, 2011
Posted by Kevin Tuerff and Valerie Davis are principals of EnviroMedia Social Marketing.
Before all our SXSW visitors started arriving in Austin, some 1,000 advertising professionals from around the country were here for the "4A's" annual convention. For those not in the ad business, that's the American Association of Advertising Agencies.
Channeling Clean Coal through Penguins
November 7, 2009
Posted by Kevin Tuerff
President and Principal
EnviroMedia Social Marketing
Poor taste. That’s what I call the energy industry’s decision to run TV ads about “clean coal” during a nature documentary about Emporer penguins of Madagascar.
FTC on Greenwashing: Is That All There Is?
June 5, 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.”
10 Climate Change Actions I’d Like To See By Tomorrow
June 4, 2009
Posted by Kevin Tuerff
President and Principal
EnviroMedia Social Marketing
If you’ve spent any time on Facebook, MySpace or any other social network, you’ve seen them: memes, those strange hybrids of straw polls and unbidden confessions.
EnviroMedia Research: Only 3 Percent of Americans Don’t Believe in Climate Change
March 23, 2009
Posted by Kevin Tuerff
President and Principal
EnviroMedia Social Marketing
(WASHINGTON, DC)—Green Seal Inc. and EnviroMedia Social Marketing, with over 32 years experience in the environmental field, presented research today at the National Press Club on global warming and green buying.
New Research: 18- to 34-Year-Olds Key to Green Economy
March 4, 2009
Posted by Kevin Tuerff
President and Principal
EnviroMedia Social Marketing
(SANTA BARBARA, Calif.)—New research conducted by EnviroMedia Social Marketing indicates young Americans, an estimated audience of 76 million people, will power the new green economy and are the key to future economic growth.
Is Your Organic Milk Really Green?
March 4, 2009
Posted by Kevin Tuerff
President and Principal
EnviroMedia Social Marketing
In my talks about greenwashing, I've repeatedly been asked which green products consumers can trust as authenticly green? I usually respond, "Certainly you can trust those products with federal certification, like DOE's Energy Star(r) and the USDA's "Certified Organic" labels."
"Clean Coal"–Free Speech or Violation of FTC Act?
February 28, 2009
Posted by Kevin Tuerff
President and Principal
EnviroMedia Social Marketing
An important question for renewable energy companies to consider: Is their competitor’s use of the term "clean coal" just free speech, or could using those terms in advertising to promote energy services violate Federal Trade Commission laws? This was a question from a Univeristy of Oregon student who recently attened our forum on Greenwashing in Portland.
Greenwashing Forum, part 2 (The FTC)
February 6, 2009
Posted by Steve Roberts
EnviroMedia Social Marketing
Chuck Harwood, the Director for the FTC’s Northwest Region, took to the stage after lunch. Harwood spent the better part of the first half of the forum listening, probably hoping some of the myriad questions related to the FTC would not be directed his way.
The Greenwashing Forum, part one (Kick Off)
February 6, 2009
Posted by Steve Roberts
EnviroMedia Social Marketing
This morning I'm at The University of Oregon's Greenwashing Forum in Portland, OR. Nearly 75 people are here at this gathering put together by UO, including Charles Harwood, the FTC's Northwest Director of the Bureau of Consumer Protection, Linda Chipperfield, a VP with the green labeling organization Green Seal.
The Greenwashing Forum, part one (Kick Off)
February 6, 2009
Posted by Steve Roberts
EnviroMedia Social Marketing
This morning I'm at The University of Oregon's Greenwashing Forum in Portland, OR. Nearly 75 people are here at this gathering put together by UO, including Charles Harwood, the FTC's Northwest Director of the Bureau of Consumer Protection, Linda Chipperfield, a VP with the green labeling organization Green Seal.
82 Percent of Consumers Buying Green Despite Battered Economy
February 6, 2009
Posted by Kevin Tuerff
President and Principal
EnviroMedia Social Marketing
(PORTLAND, Ore.)—Four out of five people say they are still buying green products and services today—which sometimes cost more—even in the midst of a U.S. recession.
Consumers Won’t Be Fooled: Greenwashing Index Cleaning Up Advertising
January 16, 2009
Posted by Kevin Tuerff
President and Principal
EnviroMedia Social Marketing
We've hit the one-year mark for the Greenwashing Index, the online forum we created with partners at the University of Oregon, where consumers can call out misleading green ads and showcase honest ones.
Cotton Incorporated: Bring on new FTC Green Guides
July 16, 2008
Posted by Kevin Tuerff
President and Principal
EnviroMedia Social Marketing
(WASHINGTON) Even as a speaker from Cotton Inc. expressed strong support for the Federal Trade Commission (FTC) to develop new green marketing standards for textiles, some believe the trade group is already exaggerating green marketing claims.
The Greenwashing Index: A Six-Month Review and Plans for the Future
July 1, 2008
Posted by Kim Sheehan, Ph.D.
Associate Professor of Advertising
University of Orego
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).
Challenging Seattle's Marketers: No Greenwashing
June 21, 2008
Posted by Kevin Tuerff
President and Principal
EnviroMedia Social Marketing
University of Oregon Advertising Professor Deborah Morrison and I were invited to speak at the Ad Club Seattle luncheon this week, and judging from the turnout and related media attention, green marketing is a hot topic. We challenged the 250 advertising and marketing executives to avoid greenwashing, and gave them tips on how to do so.
Washington Times: EnviroMedia="Green Detectives"
May 5, 2008
Posted by Kevin Tuerff
President and Principal
EnviroMedia Social Marketing
We're proud to report our company is featured in today's Washington Times. National reporter Andrea Billups toured our Austin offices several weeks ago, and chose us for a feature story about players in the global climate change issue. She calls us "green detectives" based on our formation and leadership of the Greenwashing Index.
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.
Advertisers: Be Direct. Be Honest.
April 4, 2008
Posted by Dr. Deborah Morrison, Ph.D.
Chambers Distinguished Professor of Advertising
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.
AdAge addresses corporate cause-related marketing messages.
March 26, 2008
Posted by Dr. Kim Sheehan, Ph.D..
Associate Professor of Advertising
Universi
The trade magazine Ad Age has an interesting article this week on how large companies such as Procter and 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
Universi
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.
Who Are Today's Green Consumers?
February 11, 2008
Posted by Dr. Kim Sheehan, Ph.D.
Associate Professor of Advertising
Universit
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.
EnviroMedia Calls Out Greenwashing on TODAY Show
January 28, 2008
Posted by Kevin Tuerff
CEO and Principal
EnviroMedia Social Marketing
Millions of morning TV viewers saw EnviroMedia CEO and cofounder Valerie Davis on NBC’s TODAY show on Thursday, Jan. 31.
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
Universit
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.
FTC Hearing on Green Marketing: “It’s the Wild, Wild West Out There”
January 9, 2008
Posted by Valerie Davis
EnviroMedia Social Marketing
(WASHINGTON) Pepsi is the nation’s top purchaser of renewable energy certificates (RECs), reported Lori Bird of the National Renewable Energy Laboratory at the January 8 Federal Trade Commission “Eco in the Market” public workshop in Washington, D.C. Joining Pepsi among the top 20 purchasers of RECs are Wells Fargo, Johnson and Johnson, Kohls and Staples.
Why Rating Green Ads Here Is Important
January 8, 2008
Posted by Dr. Deborah Morrison, Ph.D.
Chambers Distinguished Professor of Advertising
Rating ads for the Greenwashing Index is important. Your input and energy on this project does three things:
Nine in 10 at U.N. Climate Change Conference Believe Greenwashing is a Problem
December 9, 2007
Posted by Kevin Tuerff
EnviroMedia Social Marketing
(BALI, Indonesia)—Nine of 10 delegates and participants attending the U.N. Climate Change Conference believe companies are “greenwashing,” according to a survey conducted by EnviroMedia Social Marketing, Inc.
In the survey, 46 of 54 randomly selected respondents agreed with the statement, “Some companies are advertising products and services with environmental claims that could be considered false, unsubstantiated and/or unethical.”
Full Disclosure Should Be Required for Carbon Offsets
December 29, 2007
Posted by Dr. Kim Sheehan, Ph.D.
Associate Professor of Advertising
Universit
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.
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
Universit
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.
AdAge addresses corporate cause-related marketing messages.
March 26, 2008
Posted by Dr. Kim Sheehan, Ph.D.
Associate Professor of Advertising
Universit
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
Universit
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.
