Beware of Greenwashing

Hi all.

A word to the wise: don't make claims that aren't true or at least strain credulity. Don't tell the world your products and services have a "green" component unless they in fact do. Case in point -- the new radio ad I just heard for the Chevy Tahoe Hybrid -- yes, that monster SUV with the $51,000 starting pricepoint (more for the 4x4) with the lovely green "H" (yes for Hybrid) logo. Get this -- despite the hybrid engine, it only gets 21 miles to the gallon. And that's right out of the factory with the tires properly inflated and the engine in perfect tune.

I shudder to think what the non-hybrid version gets -- even my rust-bucket 1971 Pontiac Firebird (how cool was I in high school?) got 10 miles to the gallon, and the same auto company has had 37 years since then to improve their performance. Chevy's ads come dangerously close to what many marketers are now wisely calling "greenwashing" -- the claiming of being better for the environment or even contributing to a solution to global warming. Many products now have green claims that frankly strain credulity -- and there are now even watchdog groups such as CorpWatch that have formed to hold people to task.


Some advice as you market your small business -- don't rush to be hoisted onto this bandwagon. Not unless you have a genuine environmental message. I'm still struggling with a bottled water company that is now touting it's "environmentally friendly" new bottle shape that allegedly cuts down on the amount of plastic per bottle. I know -- stop making the little bottles, which get tossed (NOT recycled) by the millions everyday.


Trust me, the day is soon coming when many of these marketers will be taken to serious task. As well they should be -- whther they have a big green "H" on the fender or not.