Archive for the ‘greenwashing’ Category

Responsible or not? Audi’s “Do Your Part”

Tuesday, October 6th, 2009

It ain’t so easy being green. Unless, of course, you buy a clean diesel from Audi.

That’s the message of this Audi A3 “Do Your Part” advert:


View on YouTube

I get the idea: Show you can be environmentally responsible without having to put yourself out. You can have it all.

Here’s one point of view from @motorad666 on Twitter:

If ads are supposed to make you want to buy stuff, the Audi A3 Clean Diesel ads are working on me, and I should know better. Good work, VBP.

And the counterpoint from @markapennington:

bike riding: green. bus riding: green. buying an audi: not green. http://bit.ly/hD8TN Is this “green-jacking”?

Some might call this greenwashing because it implies driving a diesel is as good or better than riding the bus or a bike to work.

But this ad’s greatest offense is that it mocks its target audience. Was the Members Only jacket and tie for the guy on the Segway really necessary?

So what do you think? Is Audi’s “Do Your Part” ad is Responsible Marketing or not?

Comment below to weigh in.

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Posted in advertising, environmentally responsible, greenwashing, message responsible, responsible or not?, videos | 4 Comments »

Walmart’s sustainability efforts impress

Friday, June 12th, 2009

Like a lot of people, I’ve had my doubts about Walmart’s sincerity when they’ve talked about sustainability. No matter their green claims, I can’t get past the fact they sell more cheap stuff from China than anyone.

In contrast, Patagonia is a poster child for sustainable business.

Given the above, the following interview with Yvon Chouinard, founder of Patagonia and 1% for the Planet is a bit of an eye-opener:

My favorite quote:

Every time we make a decision that’s right for the planet, it makes us more money—and they are convinced that they can also do that.

So what do you think?

Can Walmart do it?

And if they do, will it change your opinion of them?

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Posted in corporate responsibility, environmentally responsible, greenwashing, videos | 3 Comments »

Is green marketing Responsible Marketing?

Monday, February 16th, 2009

Is green marketing Responsible Marketing?

Is green marketing responsible?

Not always.

Sometimes it’s just the opposite—it’s irresponsible, deceptive and wrong when it’s greenwashing.

The fact is, most Americans say green advertising is nothing more than just a marketing tactic.

Consumers are savy—just because a marketer claims it doesn’t mean they’ll believe it.

So why go green?

Well, because it’s the right thing to do—and mark my words—eventually every company will be required to conduct business in an environmentally responsible way.

So why not do the right thing now instead of waiting? Why not keep up with the competition—maybe even beat them to the punch—by becoming the company that owns green in your category?

And if you think the economy will keep customers from paying more for an environmentally responsible product or service, think again.

A recent survey has shown that 82% of consumers are still purchasing green products during the recession.

Green marketing may not always be responsible, but greening your product, service and company is.

So what are you waiting for?

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Image: Green Advertising

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Posted in environmentally responsible, greenwashing | No Comments »

Social media for social good interview on NetSquared

Wednesday, July 16th, 2008

Last week, I was interviewed by Jed Sundwall at NetSquared, a group of passionate social media advocates whose mission is to “spur responsible adoption of social web tools by social benefit organizations.”

The focus of the conversation was on what social benefit organizations are missing if they neglect social media, and of course, Responsible Marketing.

Read the interview on the Netsquared blog.

You can also view my Using Social Media to Create Social Good deck, as well as my list of Social Good links on del.icio.us.

Have you seen social benefit organizations put social media to good use?

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Posted in greenwashing, interview, social media, social networking, socially responsible | No Comments »

Responsible Marketing is marketing without an *

Thursday, July 3rd, 2008

We don’t trust anyone anymore. It seems the great politicians, celebrities, corporate titans and athletes have all let us down one way or another.

And while part of our psyche seems to revel in watching the demise of greatness, there’s also a part of us that hurts a little.

Where have all the good ones gone?

Yesterday, Barry Bonds’ controversial 756th home run ball was delivered to the Baseball Hall of Fame by Mark Ecko, the fashion designer that acquired the ball in an auction for $752,467. Ecko conducted an online poll to determine what to do with the ball, and the winning choice was to carve an asterisk into the ball.

For those that aren’t aware of the significance of the asterisk, most baseball fans believe the record is dirty due to Bonds alleged steroid use and it shouldn’t count. If Bonds did indeed use steroids, he cheated. And if that’s the case, since he said he didn’t use steroids while under oath, he’ll be a liar and may be found guilty of perjury.

What does all this have to do with Responsible Marketing?

Your marketing results should never come with an asterisk. Here are are few examples to illustrate what I mean:

  • If you use fear, deception or any form of trickery to get people to buy your product, your results come with an *.
  • If you cheat, by using data you don’t have permission to use, even if you don’t get caught, your results come with an *.
  • If you lie, by greenwashing or puffery to make your product, service or company something it’s not, your results come with an *.
  • If your marketing is culturally insensitive and hurts more people than it helps, your results come with an *.
  • If your testimonials aren’t real, your results come with an *.

    • This is obviously just the tip of the iceberg.

    I’d like to know what other marketing activities you believe are worthy of an *.

    Comment below to weigh in.

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    Posted in authenticity, deceptive marketing, greenwashing, message responsible, no trust, privacy, truth, word of mouth | 7 Comments »

    Smokes that Al Gore would love?

    Wednesday, March 5th, 2008

    Natural American Spirit Organic Cigarettes

    Are you a green smoker? Not green from emphysema, but green as in environmentally responsible.

    A little about Natural American Spirit Organic Cigarettes:

    We grow our premium natural tobacco in a responsible, sustainable way through our earth-friendly and organic growing programs.

    We also strive to reduce our footprint on the earth by using recycled materials and renewable energy sources like wind power.

    Protecting the earth is as important to us as it is to you.

    Natural American Spirit was founded in 1982 and was purchased by Reynolds American in 2002. Reynolds appears to have let the company maintain its position as an environmentally friendly tobacco company.

    Go to their homepage, and you’ll be required to enter your birth date and answer whether you smoke or not. Of course, if you are too young, you are turned away. More impressive is the fact that if you say you aren’t a smoker, they tell you not to start and deny entry.

    They use 100% sustainable power, are supporting philanthropic programs for Native Americans, and seem like generally good people.

    I guess if I was a smoker, I’d consider them.

    My inspiration for the post was from ATIS547’s Flickr photostream. His comment sums up the irony of organic cigarettes:

    American Spirit wins the STUPID AWARD, by offering the ecologically responsible way to kill yourself and your loved ones.

    I especially love: “Protecting the earth is as important to us as it is to you.” — In other words, the earth is fine — it’s YOU we’d like to see dead.

    Has Natural American Spirit simply found a niche and is serving it in the most responsible way possible?

    Or are the folks at Natural American being hypocritical by selling an addictive carcinogenic product that’s sugar-coated green?

    What do you think? Responsible or not?

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    Posted in environmentally responsible, greenwashing, responsible or not? | 4 Comments »