One of the Ten Commandments of Green Marketing we preach is “Thou Shall Be Transparent.”  Now it seems that is a Golden Rule for the United States Federal Trade Commission (FTC) too. They have just  issued a ruling, according to Chris Brogan, a social media guru I follow, that basically says , “If you get something and decide to write about it, you have to disclose that it was given to you and/or whether you were paid for the review.”

The reason for this is simple. It’s the FTC’s job to make sure advertisers (and now bloggers, podcasters, etc.) are telling the truth. More specifically in this case, it prevents people from masquerading as being independent when they are not.

So much communication is floating around the airwaves today that it is vital to be able to tell news from commentary, paid opinion from fact.  All of us support free airwaves and the free flow of information, but along with that goes a responsibility for transparency. It’s not that any view should be regulated in any way, it’s that these views should be presented with clear authorship and clear lineage. If it’s opinion, we should know whose opinion it is and if it’s paid advertising, it should be presented as such (think health care debate).

I believe this rule should go doubly for the marketers of green products and services. But sadly last year alone, of 1,753 environmental claims reviewed, researchers found all but one made claims that are either false or misleading. (Source: State of Green Business 2008).

Now that green is getting some real traction, it’s more important than ever to keep it real. Because if you don’t, you’ll see, especially in this passionate market, green eyes are watching. Just look what they did to poor Kermit.

Back in the early 60′s, Marshall McLuhan declared that the medium was the message. Today’s it’s spun around. The message is the medium. How else can we explain the polarization of America to the extent that it is taking place today? Whatever happened to the hope that renewable energy offered all of us in terms of saving our economy, new jobs, improved infrastructure, energy independence and clean air and water?  

In a recent survey by Kelton Research, when asked if it’s important for the U.S. to develop and use solar energy, 92 percent of Americans responded “Yes.”  It’s not like we don’t want it. So what’s the problem?

As green marketers, it seems sadly simple to us. We are all suffering from message deprivation. The loudest voices we hear are the ones against whatever is put in front of them. When in reality, the loudest voices should be the ones calling out for something else. We need to help get those messages out. 

So here’s one for the solar industry. A gift from MOM (that is, Mind Over Markets) to you. Use it well.  Pass it on. But most of all, get it out there. 

 

 We Bring Solar Down to Earth

 For more than six billion years,

solar has been the most reliable heating source on earth. 

In fact, when you think about it, solar isn’t alternative energy,

it’s the original energy.

Totally practical, totally reliable and totally free.

With oil, gas and electric prices rising every day,

it’s good to know that the sun also rises every day,

and once you harness it, it’s free energy from then on.

With current, generous tax incentives and rapid payback,

the solar advantage keeps getting brighter and brighter.

Imagine the thrill of getting a check from the power company

instead of a bill.

Think of the rush you’ll feel producing your own clean,

non-polluting, endless, renewable energy.

 Think of it this way, energy prices rise every day.

So does the sun.

One costs you. One saves you. 

Haven’t you been in the dark about solar long enough?

 

 (Your Company logo here)

We Bring Solar Down to Earth

 

Now it’s your turn. We invite all of you to come up with messages that move people toward something the way recent messages have moved people away from things that ultimately do not serve  our best interests.

After 9/11, America came together from all backgrounds, no matter what color your state was. We need that rallying cry again or the American dream will become an America tragedy.

So send out your messages. Trust us, we need you.