°FAHRENHEIT SEVEN · 2020. 3. 12. · Created Date: 3/12/2020 4:17:48 PM
Seven sins of Greenwashing Kauri
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Transcript of Seven sins of Greenwashing Kauri
Hoewitwastgroen?
DegroeneenergievanElectrabelineenanderlicht
Whatintheworldcanwechangeforyou?
Ewoud Monbaliu - Change Designer
[email protected] www.changedesigners.be
Stefaan Vandist – Strategic Planner
[email protected] www.trinity-planning.be
Watvoorafgaat
Hetisjouwenergie
Context
• 2007:ElectrabelligtondervuurvanNGO’senconsumenten
UitgangspuntenmarkeIng
• LegiImiteitiseenmustvoordemarktleider• Electrabelisnietgroen• Spanning
– Burgers:algemeenbelang– Consumenten:hetbestevooreigenbelang
• Hoeduurzaamheidgebruikenomdebandmetdeconsumentaantehalen?
PosiIoneringAleadercaringforthefuture
Electrabelisnietgroen,maareenbedrijfdathaarklantenwilbetrekkenineenproject
VanGreenmarkeIngnaarGreenwashing
7 sins of Greenwashing Wat? Waarom? Waarom niet? En hoe te vermijden?
Hallo, op welke verdieping zit je?
1.ViewingcomplianceasopportunityanIcipateregulaIons
2.MakingvaluechainssustainableLCA–opImizingtheboVom‐line
3.DesigningsustainableProductsandservices(re)designsustainableofferings
4.Developingnewbusinessmodelsfindingnovelwaysofdeliveringandcapturingvalue
5.CreaIngNext‐PracIcePla_ormsblowthetake‐make‐wastelogic
‐1.Pretending
‐2.Denial
What is Greenwashing?
Green·wash (grēn'wŏsh', -
wôsh') “verb: the act of misleading consumers regarding practices of a company or the environmental benefits of a product or
service.”
1
GreenwashismisleadingthepublicbystressingenvironmentalcredenIalsofa
person,aproductoranorganizaIonwhentheseareunfoundedorirrelevant
2
GreenwashisanenvironmentalclaimwhichisunsubstanIated(afib)or
irrelevant(adistracIon)
3
It’sgreenwashingwhenacompanyororganizaIonspendsmoreImeandmoneyclaimingtobe
“green”throughadverIsingandmarkeIngthanactuallyimplemenIngbusinesspracIcesthat
minimizeenvironmentalimpact.
Why does greenwashing happen?
1
changingbuyingpaVernsinconsumermarkets
CFCFREE|ORGANIC|FREERANGE|CRUELTYFREE|BIO|DOPLPHINFRIENDLY|NONTOXIC|
BIODEGRADABLE|RECYCLABLE|ECO|CARBONNEUTRAL|FSC|AGAINSTANIMALTESTING|
VEGAN|FAIRTRADE|LOCAL|OZONEFRIENDLY|CARBONOFFSET
Smallestofniches
1/33
Verydesirablemarket,settogrow
1/3
CULTURALCREATIVES|LOHAS|NEWWORLD’S|BLUEGREEN’S|POSITIVECHOSERS...
Theyareallhigh‐educated,involved,acIve,merelyurban,doubleincome,early‐adapIng,...And
marketersarestarvingtogetthem
“Green is a new sort of ‘good manners’”
There is greenwashing, because we’ve passed a tipping point. Which is good
2
OureducaIon:we’remoIvatedtotellthestory
inthemostbeauIfulway
Isn’t this how you would think of advertising milk?
The risk is that same can happen with greenvertising. Sometimes we cannot blame ourselves
Making things look nice is our nature
Why all the fuss? Why is that so bad?
• MorecomplaintsagainstadverIsing• UnderminingconfidenceinadverIsing• Sabotageofenvironmentalmovementinbusiness
• Honestly…Itissimplyannoying• BadpressaVenIon• DecreasingemployermoIvaIon
• Decreasinggoodwillofstrategicstakeholders• Andlastbutnotleast…
Youdon’twantthiskindofcircus
onyourdoorstep
But most important
2 ways you can avoid greenwashing
1
SIcktotheMAINPRINCIPLEofGreenverIsing:
“Green Marke*ng is not about making
normal things seem green (greenwashing),
it is about making green stuff seem normal”
2
Beawareofthe
“seven sins of Greenwashing”:
Cutoutandkeep
1. ThesinofsuggesIvepictures2. Thesinofthehiddentradeoff3. Thesinofnoproof4. Thesinofvagueness5. Thesinofirrelevance6. Thesinoflesseroftwoevils7. Thesinoffibbing
1
ThesinofsuggesIvepictures:
Green images that indicate a (un‐jus*fied) green impact,
likeflowersbloomingfromexhaustpipes
2Thesinofthehiddentradeoff:Sugges*on of being Green, based on a single
environmental aDribute, while blurring all other parameters which are maybe more
important, likeaHummerthatisclaimingthatitisa
Hybrid
Stroommetgroenestrikisnoggeengroenestroom
4%
3
Thesinofnoproof
Claims that could be right, but are not supported by any evidence, or by any reliable third‐
party cer*fica*on,
likeHouseholdlampsthatpromotetheirenergyefficiencywithoutanysupporIngfiguresor
cerIficaIon.
4Thesinofvagueness
Claims that are expressed with fluffy language with no clear meaning ,
like‘planet‐friendly’packaging
5
Thesinofirrelevanceenvironmental claims that are redundant and
unimportant for customers
seeking environmentally preferable products. It
is irrelevant and therefore distracts the
consumer from finding a truly greener op*on.
Like‘unleadedfuel(allfuelinEuropeisunleaded)…
6
ThesinoflesseroftwoevilsThese are “green” claims that may be true within
the product category, but that risk
distrac*ng the consumer from the greater
Health‐ or other nega*ve
impacts of the category as a whole
LikeorganiccigareVes
Debat? 2.0? Open? Forum?
7
Thesinoffibbing
out‐right lying, and produce
totally fabricated claims or data
Likedrivingclimateneutral
Relocate dreams | Frame ambitions | Deliver with true milestones
| Be open, be true
ThanksforyouraVenIon!
Ewoud Monbaliu - Change Designer
[email protected] www.changedesigners.be
Stefaan Vandist – Strategic Planner
[email protected] www.trinity-planning.be