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Archive for the ‘Greenwashing’ Category

How not to make your green marketing a joke

I’ve been getting in trouble lately from the green marketing community. They think my “Got Green? and 10 Other Brand Curdling Cliches of Green Marketing” presentation is making fun of the industry.

It’s not. It’s making fun of companies and brands that are eager to jump on the green bandwagon without doing their homework. Their green marketing shortcuts are laughable, diminishing the credibility of the entire green marketing industry.

At least Lorna Li of Green Marketing TV appreciates my humor. She recently invited me on her web TV show to discuss the art of green marketing.

The Art of Green Marketing for Sustainable Brands – Park Howell, Park & Co from Green Marketing TV on Vimeo.

In this interview we cover:

  • Which companies tell their sustainability story well, without the hackneyed green marketing cliches
  • Big brands that are failing the “got green?” test
  • Successful examples of green marketing
  • Egregious examples of green wash, in products that have no business calling themselves green
  • Whether green marketing is really dead and if we should just give up

This revealing discussion with several real world green marketing examples, ought to help you better define your green marketing strategies and bring you closer to becoming a remarkable sustainable brand.

Inaugural GoGreen Conference hits Phoenix

GoGreen Conference at the Phoenix Convention Center

Do you think you have your green brand and marketing figured out? Do you want to put it to the test? Join me as I moderate the workshop, Green Marketing & Branding: Creating Behavior Change during the inaugural GoGreen Conference at the Phoenix Convention Center this Tuesday, November 15.

GoGreen Conference Phoenix has a terrific lineup of speakers, including:

  • Al Halvorsen, Senior Director of Environmental Sustainability, Frito-Lay North America
  • Derrick Hall, CEO of the Arizona Diamondbacks
  • Phoenix Mayor, Phil Gordon
  • Kevin Tuerff, President, Enviromedia

I, and the Park&Co team, will be Tweeting updates all day from the event using the hastag #GoGreenPHX. If you have any questions for any of the presenters that you’d like us to ask, be sure to send us a Tweet.

Are you attending? If so, be sure to swing by the Park&Co sustainable marketing booth in the exhibit hall to say hello.

High school senior combatting styrofoam lunch trays poses insightful questions about green marketing

I just received four incredibly thoughtful questions on green marketing from Audrey, a senior at Hammond High School in Howard County, Maryland. From her note:

Photo from the Cafeteria Culture Blog

“Last year, I participated in the prerequisite class for Intern/Mentor, Independent Research, and researched the effects of Styrofoam on the environment and am currently still working to rid my school system of the Styrofoam lunch trays.  I have decided this year to study green marketing and how marketers reach the maximum number of consumers. I want to know how companies make their advertising and marketing greener and how these changes affect their clients.”

1. What do you find are the key factors to a successful green marketing campaign?

Funny, I was just included in an article in Entrepreneur Magazine this month about the five steps to successful green marketing. This will give you a good start, although I do think there are more factors involved in successful green marketing.

 

2. What area of green marketing do you think has the greatest impact on the earth?

Like all great advertising and marketing, green marketers must tap into the emotions – not reason – of consumers to get them to act more planet-wise. I think green marketing that actually involves the consumer in its campaign and encourages them to participate through doing something and shows them how to do it is the best kind of green marketing. Here are 10 great examples.

 

3. For which area of green marketing is it easiest to gain corporate support? For which area is it hardest?

Whatever green marketing movement you are trying to gain corporate support for first has to be in alignment with the company’s goals. One of the hardest areas to gain support in is global warming and carbon credits. There is just too much controversy surrounding the science, divide within the issue, and cost associated with correcting it for most corporations to rally behind it. Recycling, water conservation, and other programs that the individuals within a company can easily and actively participate in are the green marketing programs that seem to gain the most traction: 10 considerations when approaching a private company about supporting your public cause.

 

4. What are the biggest changes you have seen in green marketing over the past 5 years?

Too many companies are jumping on the green marketing bandwagon and not doing a particularly good job at telling their stories about sustainability. They forget the first five rules of marketing anything – green or not – from the consumer perspective:

  1. Do I want and need it?
  2. Does it work exceptionally well?
  3. Do I get a ton of value for the price?
  4. Is it convenient to buy and easy to use?
  5. Is it good for my family?

Only then do the majority of consumers care about: Is it good for the planet?

Most green marketers still don’t get it, and that’s why “greenwashing,” even though most of it is inadvertent, has become such a nasty nemesis to the credibility of promoting sustainability.

Thank you, Audrey, for including me in your research for your important project of ridding your school district of styrofoam trays. It is gratifying to see young stewards like yourself know that they can make a real difference in this world. Keep up the great work.

Green marketing and the five steps to a more sustainable brand

I recently wrote a post about Coal Burger and its ironic and unfortunate brand positioning of being a “Green” burger joint. They are good people that own and run the place, but just misdirected in the ways of green marketing.

Great Lakes Brewing Company sources its ingredients locally to green its operations

But there’s hope and help for the Coal Burgers of the world. Entrepreneur Magazine, in its November issue, features an article on the five-step guide to marketing a green business called: Selling Green. They called me as a source for their piece the day after I wrote about Coal Burger, so the information was top-of-mind. Here are writer Matt Villano’s five steps to green marketing that he culled from his interviews with marketers and business owners across the country.

  1. See What Your Customers Want – Do they even care if you’re green? Bardessono, a luxury hotel and spa in Yountville, CA, made this mistake.
  2. Define What Green Means to You – Green has many nebulous meanings to consumers and proprietors alike. Ava Anderson does a nice job of explaining what being natural means in their non-toxic personal care items.
  3. Connect the Dots – Answer consumers’ questions: Does it work? Is it good for my budget, my family, and our planet?
  4. Practice What You Preach – Are you backing up your green position with sustainable actions that matter? Green Apple Cleaners in New York walk the talk.
  5. Reinvest in the Community – The old think globally, act locally adage. Great Lakes Brewing Company in Cleveland only sources its ingredients locally.

The article is filled with case studies that demonstrate each of the five steps to marketing yourself as green. However, I’d like to remind you that being green isn’t so much about your marketing as it is about your philosophy and action. Being sustainable should be a natural bi-product of how you approach your business with planetary efficiency and healthy products as your highest priorities. That’s when your green story starts to get really interesting.

Do you have a favorite company that is doing its green marketing well? Please let us know below.

Can testosterone and eco-consciousness coexist? My Prius test-drive.

I’m in the market for a new car, and I’ve been weighing all my options. I started with the convertible Challenger to unleash the muscle-car animal in me. I never had one of these gnarly rides as a young man, and I’ve always wanted one. Especially now that I’m fifty.

But like many things American these days, Dodge has under delivered. Dealers tell me they won’t be out until 2012. Maybe that’s a good thing, saving me from myself. Plus, imagine the flack I’d catch on my green marketing blog tooling around in this gas-guzzler, although I do only live one mile from my office, so I’ve got that going for me.

I think the Prius is too prissy for a macho man like me.

So Michele and I went to the Toyota dealer to test drive a red Prius, one of the hottest cars on the market. It drove great and had a lot of spunk. But the tires are too small and the interior was a smidge cramped. By the way, if you every use “smidge” to describe anything about a car, you probably shouldn’t buy it.  “Smidges” become large, long-term annoyances.

I told Michele it just wasn’t “Manly-man” enough for me. She said I sounded ridiculous.

So did our our 17.5-year-old son, Caed, but for a different reason. He was so crestfallen at the thought of me abandoning the “sick” Challenger for a puny Prius that he couldn’t look me in the eye for two days. I suppose it’s often difficult for eco-consciousness and testosterone to coexist.

Hmmm, what are my options? How about the all-electric Tesla Roadster 2.5? It’s perfect. My cool factor will go through the roof, I can blaze around town leaving Ferraries driven by broken Scottsdale commercial real estate brokers and platinum blond princesses standing still at the green light, all while I’m doing my part to save the planet. As I snapped out of my daydream, my 2004 Acura 3.2 TL responded to my corrective maneuver and swerved back onto the road. Reality reminded me that the $120,000 roadster wasn’t very sustainable for my bank account or my marriage.

“That’s it,” I decided.  “I’m going ‘All In’”! If the Challenger is too much muscle, and the Prius is too prissy, and the Tesla is too fanciful, then what about an all electric Ford Focus? I understand they’re coming to Phoenix this summer. I can put charging stations at our office and offer free parking to electric vehicles during the high traffic lunch and dinner crowds across the parking lot at the strip center.

The Ford Focus plays to my sometimes irresponsible early-adopter cravings. I’m intrigued by the hi-tech buzz around its interior electronics. It might be kind of like driving around my iPad. Unlike the Prius, it burns no fossil fuels. And, living in the center of the Valley of the Sun, I am a perfect candidate for an electric car to whiz around town. AND, it apparently comes in red.

So what do you think? Can the Ford Focus somehow fuse the fun of a convertible Challenger, with the smartness of the Prius, with the coolness of a Tesla Roadster? Probably not, but I might just try to plug into one all the same.