Green Marketing: Are You Forgetting the Basics or are You a Hypocrite?
Austin, Texas: A few weeks back I had attended a trade show for the wholesale trade and was amazed at the number of people with banners touting “Eco-Friendly” and “Go Green”, etc.
Being a green marketing company, those signs immediately attracted my attention and I stopped at most of these booths.
Unfortunately, I was quite disappointed at how these firms substantiated their claims.
Just because an item can be recycled, does not necessarily make it eco-friendly. Many of these companies had no clue as to the recycle symbols on their products, whether or not it had any recycled material, country of origin, etc.
Customers are wary of claims that cannot be backed up with proof.
Then, on top of that, the majority of these companies had business cards that were not made on recycled paper stock or FSC-certified paper– nor were their catalogs or flyers.
Pay attention to the little things.
Going green means paying attention to the details, big and small..
If you claim to be green, at least know the issues that are affecting the country in terms of sustainability, carbon footprint and even climate change.
If your business cards and flyers are not recycled or FSC-certified, take down your “eco-friendly” banners- and decide if marketing to a green niche is the right target audience for you.
Marketing takes consistency.
Is your green marketing message consistent?
