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.
"The first and most important thing is honoring one of our core values, which is the environment," said Whole Foods Southern Pacific Region President Michael Besancon to Austin American-Statesman reporter Lilly Rockwell. "We feel that we have a leadership position in environmental issues as a retailer and a business. But we don't do it for that purpose; we do it because it's the right thing."
There's nothing wrong with established companies adopting the environment as a core value well into its history, and there's certainly nothing wrong with saving or making more money along the way. However, this "going green" must be conducted as a serious commitment that includes implementing as many sustainable business practices as possible within reason and ensuring this environmental commitment becomes second-nature from the board of directors to each employee.
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