Greenwashing is more than a deception, it is bad for the environmental movement
In public relations, it is always important to make a client’s news timely and interesting. The fact that the environment is an issue that is currently front and center with the news media is a good thing for one KoiFish Communications client in particular – StalkMarket. StalkMarket makes Earth-friendly disposable tableware, utensils and food packaging out of sustainable, biodegradable and compostable plant materials. Not surprisingly, the company and its products are steadily gaining in popularity.
One of the first posts on StalkMarket’s new blog talks about the topic of greenwashing. The Greenwashing Index defines greenwashing as something that occurs when a company or an organization spends more time and money claiming to be green through advertising and marketing than actually implementing business practices that minimize environmental impact. The problem with greenwashing is that it quickly leads to green fatigue – a situation where the meaning of the word green becomes so eroded by marketing hype that it ceases to be meaningful.
While this is of little concern for marketeers who can just move on to the next topic de jour, it is an issue for those companies that are actually trying to provide meaningful solutions to serious problems. For the people who are really trying to help save the planet, concern for the environment is a lifestyle, not a fad.
If this isn’t enough of an incentive to seek out new angles, consider this – the backlash against companies that are misrepresenting themselves as green has already begun. This is happening with organizations such as the Greenwashing Index. It is even starting to get mainstream media attention.
The bottom line is that for companies only genuinely interested in the color green as it pertains to money, the time has come to rethink messaging strategies. If you need some assistance in developing a fresh new story, Koifish Communications is always here to help. Please don’t hesitate to give us a call.
