Does greenwashing begin in the marketing room?

An intriguing statement regarding green and corporations was sent out into cyberspace from a green business community we belong to.  ”Does the ‘green’ come from the board room or the marketing room? If it comes from the marketing room, it’s greenwashing.” 

Our marketing minds lit up on this one.  So much so we simply HAD to respond to this blanket comment that we feel is detrimental to the forward movement of green in the world.   As a co-owner of a marketing company that is dedicated to bringing green to mainstream, greenwashing is not and will never be one of our marketing tactics.  And we’re not alone.

Two weeks ago, we had the opportunity to sit in the “marketing room” of a large corporation that was trying to figure out this whole green thing.  To our surprise, we found the conversations authentic, honest and transparent.

Yes, transparent. 

At the end of the day, is guidance needed?  Yes.  At the end of the day, was the ultimate focus still the bottom-line? Yes.  But for me this is the great challenge and opportunity.  Even our beloved Paul Hawken says that if economics and ecology aren’t joined, we’re in deep trouble.   

As a green marketing coach, one of my greatest pleasures is helping green business owners grow their business through sound and viable marketing strategies and tactics.  When I ask my coaching clients, “What is your vision?” — nine times out of ten I hear:  To EDUCATE the public in order to bring permanent, positive change in the world.  Their products are simply a means to an end. 

This always humbles me and energizes my dedication to each and every one of them — and ultimately to the advancement of green in the world.  These business owners are the ones we’ve been waiting for.  They’re the ones that will influence and educate the consumers.  And it’s the consumers that will ultimately influence the corporations. 

For me, here’s the real bottom-line:  What we need as a movement and a market is to adopt the attitude of inclusion, not exclusion.  And that includes corporations.  Gary Hirshberg, the CEO of Stonyfield Yogurt, said that he could do more positive change on the inside of a corporation than on the outside. 

So let’s quit the blanket statements about marketing and corporations and greenwashing.  Not all “green” from the marketing room is greenwashing.   Instead, let’s join forces (no one said it would be easy) and create the world we all want to live in.  Let’s help ALL people do their part so they can begin to become a part of something, well, GREAT.   

Carolyn