I had the privilege of serving as a panelist this spring on a webinar put together by Target Marketing Magazine, titled, “Green Marketing Without Greenwashing – How to legally and ethically back up your environmental claims.” I spoke alongside an excellent group of panelists who covered a wide range of key issues related to green marketing [they included Scot Case, Vice President, TerraChoice; Randi W. Singer, Litigation Partner, Weil, Gotshal & Manges; Rick Merdan, Marketing Strategy Manager – Environmental, NewPage Corporation].
Target Marketing has posted the presentation online with the slides and audio. Please enjoy!
In addition, here’s a link to a blog post I wrote in April with some notes I took on Case and Singer’s remarks.
I had the opportunity to serve as a panelist last week in Target Marketing Magazine’s webinar, “Green Marketing Without Greenwashing – How to legally and ethically back up your environmental claims.” I spoke alongside an excellent group of panelists who covered a wide range of key issues around green marketing [they included Scot Case, Vice President, TerraChoice; Randi W. Singer, Litigation Partner, Weil, Gotshal & Manges; Rick Merdan, Marketing Strategy Manager – Environmental, NewPage Corporation].
Here’s a link to access the webinar and watch it.
Below please find some notes I took on Case and Singer’s remarks. Merdan served as a resource to answer questions near the end.
Scott Case, Vice President, TerraChoice
- Discussed growth of green products and claims in the marketplace
- Covered environmental claims and how the FTC is investigating and enforcing their regulations to counter questionable environmental claims
- Defined greenwashing as misleading consumers about the environmental details of a product or service
- Terrachoice has developed 7 Sins of Greenwashing
- Discussed various leading green labels (EcoLogo, Energy Star, Green Seal)
- Suggested do’s and don’ts of green marketing. His key suggestion was one I strongly agree with and advocate – “If you’re making a public claim, provide public proof”
Randi Singer, Litigation Partner with Weil, Gotshal & Menges
- First rule of advertising is that it needs to be true
- Discussed FTC’s “Green Guides”
- All claims must be specific, transparent, supported by science
- Need to avoid general environmental benefit claims
- Specific claims must be true and not deceptive (e.g. “Biodegradable” must completely break down and return to nature in reasonably short period of time; “Recyclable” must be able to be collected and reused)
- FTC has been reworking their Green Guides for several years, held 3 workshops in 2008 (1st focused on carbon offsets and RECs, 2nd focused on green packaging claims, 3rd on buildings and textiles)
- Expects new Green Guides to be released in 2010
Q&A – Excellent session – starting at around the 45-minute mark, covering some of the following topics:
- Supplier verification
- Paper choices
I hope you enjoy the webinar!
Last month, Target Marketing Magazine published an article on trends surrounding environmentally-friendly envelopes – I was on vacation at the time so I didn’t get a chance to pass it along then. Here’s a link to the article.
As I’ve written on a number of occasions, “green” envelopes are an important part of an organization’s marketing and communications efforts (we have already sold more than a quarter billion envelopes made with 100% certified wind power over the past couple years). In fact, they are often the first component of a direct mail piece that a recipient sees, and it is important to take that opportunity to send a values-laden message through the materials/inks/energy that are used to produce the piece.
Obviously, using green practices for direct mail should be just one of the many sustainable business practices that organizations employ – otherwise they could be accused of greenwashing. However, given recent developments in technology, mailers can make their pieces more environmentally-friendly without adding much, if any, cost, which removes the most critical barrier to adoption. Research has demonstrated that consumers want to buy products from companies that do business in an environmentally-responsible manner. Marketing collateral is one way for organizations to demonstrate this commitment.
Here’s a link to the full article.