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Only .05% of Green Marketing Claims Not False or Misleading

January 31st, 2008 @ 9:25 am

4 Comments

Categories: Brands, Companies, Green Business

Tags: Marketing Research, Marketing, Jonathan Haeber

Green Advertising image by Payton Chung [cc, 2.0]Green marketing is said to give the choice to the consumer. And with the precipitous rise of brands like Whole Foods and Toyota Prius, consumers are more aware than ever of the impact their purchases make. But what if the vast majority of the messaging they receive is wrong? What if, according to researchers, only 1 in 1753 marketing messages from green campaigns are not either patently false, or risk misleading audiences? [PDF]

The claim made by State of Green Business 2008 seems shocking, but is it true? And does the marketing only hold true for greenwashing campaigns, or is it an issue across the board? At least for now, greenwashing is under scrutiny by the Federal Trade Commission for the first time in a decade.

Green Advertising image by Payton Chung [cc, 2.0]

 
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  •  
    1

    giorgio.nebuloni@...

    02/01/08 | Report as spam

    Suspicion above all wink

    Always thought there is something unclear about how everybody's starting to yell "greeeeen" all of a sudden. I really believe some (maybe a bit more than 0,05 % though...) companies do act consequently with what they claim. Only problem is to spot them from the mass ---

    Giorgio

    -----------
    http://giorgionebuloni.blogspot.com

  •  
    2

    mbmattis@...

    02/01/08 | Report as spam

    Air pollution

    I agree with Giorgio that one should always be skeptical of such claims. On the other hand it is also important that we not throw the bay out with the bath water, if you will. A lot of climate change deniers seem to be in the habit of trying to tell us that air polution is actually somehow good for the economy and we needn't worry about it, and that can't be right.

    - M2

  •  
    3

    MylesK

    02/01/08 | Report as spam

    RE: Only .05???0of Green Marketing Claims Not False or Misleading

    If pharmaceutical products with as low as a 2% incident of side effects need to include these in their fair balance statements, why don't auto manufacturers need to state the fuel efficiency and environmental ratings in their ads?

  •  
    4

    haeber

    02/01/08 | Report as spam

    Green Ads vs. Cigarettes, Cars, and Pharma Companies

    If cigarette companies are required by law to state the dangers of smoking, should environmentally-conscious consumers be aware of the dangers of trusting too much in a green label product? Is it considered false advertising? You make good points, I think your comparison is apt.

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