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

Transparency is everything.   It’s seeing through what you say to what you do.  It’s having business practices you want, and don’t want the world to see.  

The mission statement of Patagonia, the California-based outdoor equipment and clothing maker, is:”To make the best product, cause no unnecessary harm, and use business to inspire and implement solutions to the environmental crisis.”  One of the ways Patagonia puts its mission where its mouth is is by implementing a self-imposed “Earth Tax.”  A sum founder, Yvon Chouinard, feels is owed for being a polluter and user of the planet’s non-renewable resources.     

More recently, they created the Patagonia Footprint Chronicles:  An interactive mini-site that allows you to track the impact of five Patagonia products from design through delivery.  It’s part of a new enviro-section called “Leading the Examined Life.” 

That’s transparency in action.

On the other side of the fence - when Ford launched its “Kermit the Frog” advertising campaign a couple of years ago for their Ford Escape Hybrid, they tried to convince the public of their commitment to the environment. One print ad read, “Green vehicles.  Cleaner factories. It’s the right road for our company, and we’re well underway.” 

Meanwhile back at the plant, Ford only planned on producing 20,000 of its Hybrid SUV’s per year, while continuing to produce almost 80,000 of their gas guzzling F-series trucks per month.  Well, the campaign backfired in their face, and the term “Greenwashing” became synonymous with their name.   

Greenwashing is a term describing misleading instances of environmental advertising.  But as more and more corporations are stretching their eco-efforts, the term is expanding to include a wider range of corporate activities, like environmental reporting, distribution of education materials, event sponsorship and more.

Green talk has to exist side-by-side with green walk.  You have to be willing to let the green consumer know not only what goes into the products you make but what goes into the values you uphold.   How you treat your employees, the health of your plant and business offices.  Do you provide fair wages?  Do you employ subcontractors who use child labor or toxic working conditions? 

Green is more than a slogan.  It’s actions that speak louder than words.