HEB Going Green- Eva Longoria Parker

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On the website, www.greenwashingindex.com, it stated that “greenwashing” occurs when companies make a “coordinated attempt to hide unpleasant facts, especially in a political context.” A company is “greenwashing” when they “spend more time and money claiming to be “green” through advertising and marketing than actually implementing business practices that minimize environmental impact. It’s whitewashing, but what a green brush.” The commercial for HEB, including Eva Longoria Parker as a testimonial, states that HEB is “going green” by designing reusable “root for trees” bags. One reusable bag will replace six non-reusable plastic bags that groceries are currently sacked in every time you use a reusable bag. By using these reusable bags, HEB claims their recycling efforts help to save two million trees. During the commercial, Eva Longoria Parker is walking through an animated forest and as the commercial progresses; more trees and flowers start to grow. At the end of the commercial, Eva is surrounded by a forest full of trees and flowers indicating that the reusable bags are helping save the environment. Even though the HEB commercial is claiming to “go green”, they are “greenwashing” because they are declaring to be completely green, yet they are still selling items that are harmful to the environment. They are spending more time and energy promoting reusable bags when they could be eliminating products that are not considered “green”. HEB is trying to seem like they are helping the environment when they are in fact destroying it at the same time.Generally, I felt that HEB did a good job selling their “root for trees” reusable bags. By using Eva Longoria Parker, they were able to show to their target market that celebrities are even joining the “go green” trend. The ad did an excellent job with not misleading with their words or visuals. During the ad, Eva does overstate and exaggerate how green HEB really is eco-friendly by stating numerous times how HEB is improving the environment. Also, Eva Longoria does not state the price of the reusable bags during the commercial or how many it requires to carry out a regular load of groceries. Overall, I was impressed with HEB’s “going green” with reusable bags campaign. The commercial caught the attention of their consumers by incorporating an actress proving that being eco-friendly is a cool thing to be involved with. Hopefully their customers will take part in the reusable bags to help make the environment a better place.


HEB did an ad featuring Eva Longoria Parker as a spokesperson for their new reusable green bags that customers can buy in place of the normal plastic bags. She walks through the cartoon forest and lets the consumer know the benefits of the reusable bags. I gave the ad a 1.8. Overall, I thought it was effective and well thought out. The ad was simple, and very informative. It told the consumer how and where to get the product, as well as the benefits to the environment the product will bring. I didn't think that it misled with words, visuals, or graphics, and the claims it made were very provable and logical. However, the last two critera were what bumped HEB's greenwashing index up. The ad might have been overstating how green the company actually is, considering the power it takes to keep just one store running. This initiative is very good from the customer standpoint, but all around, the company has some improving to do. Also, the last criteria, leaving out or masking important information, brought the score up. It doesn't include the energy required to make the reusable bags, or how much it takes to make the plastic bags. What is HEB doing to phase out the plastic bags? HEB needs to come up with a program that makes the bags even more appealing to the average customer, maybe with a special like two-for-one bags, or free bag with $100 purchase.