If you are turning your company green, you certainly want to take advantage of the marketing opportunities it will bring you. You must however use caution so you are not labeled a “Greenwasher”.

Greenwashing is the use of intentional or even un-intentional misleading information by a company to market their product or service. There are different forms of Greenwashing but most will fall into three categories. The most common are: labeling– like putting a nature scene on a label of a toxic product. This will certainly lead consumers to think the product is safe when in fact it is not; being vague – using words like earth-friendly, natural or greener without explaining what makes it so; and one that is least discoverable made from sustainable material – there could be components of the product or even the whole product made from say bamboo. Bamboo is a sustainable resource however, if a forest of old growth trees were cut down to plant and harvest the bamboo it is far from a green product.

Green marketing will provide a boost for your company but you must be cautious in how you present your information. Remembering that no product or service can be perfectly green, you must be specific and honest in your marketing claims. If you can’t back up your green initiative by verifiable and real green changes you will lose any advantage you have to gain in your marketing efforts.

Consumers are becoming very aware of real sustainability and watchdog groups are constantly searching for Greenwashing claims. Take advantage of the marketing opportunities but do it right.

Strategic has partner providers that are expert in green marketing. Contact us for more information on this service.

For more information on Greenwashing check the “Seven Sins of Greenwashing” at www.sinsofgreenwashing.org