Greenwashing: Are You a Co-Conspirator?
Coke is being told to revise their marketing of the product, including the use of the word "plant," excessive green colors, and a circular-arrow logo inspired by the familiar symbol for recyclability.
As is the case with safety and compliance issues in promotional products, the difference in all these examples is the proof of claims. And it's important to consider that before you represent a product as friendly to the environment, it's absolutely essential to know who its real friends are and if the claims made by the brand hold up under closer examination.
How about you, have you experienced a product that was represented as green, but wasn't? How does that make you feel about that product and the brand that makes it? What did you do?
Jeff is executive director of the Quality Certification Alliance (QCA). Prior to that, he was responsible for developing safe and compliant brand merchandise for Michelin. He has worked with brands in publishing, consumer products, broadcasting and film for over 30 years. Follow Jeff on Twitter, and QCA on Facebook.