7 reasons why green is not always good

Kristine Nudds, founder of Boutique CSR consultancy Feel Good Business, cautions marketers against green-washing their product, service or campaign.A company is involved in green-washing when it makes claims suggesting that it is more environmentally-friendly and socially responsible than it really is.Nudds shares tips on how to avoid green claims from backfiring.1. Make sure that any green certifications or endorsements are the real dealCrises can easily arise if it is revealed that a green label or certification that your product or company has obtained is fake or has questionable assessment criteria.  Doing ample due diligence and research into green labels and the organisations issuing them to ensure they are credible.2. Watch your languageWritten, spoken or visual vocabulary in your ad visuals can be misleading."Don’t use fluffy language or flowery imagery which implies ‘green’ when that's not what you actually mean," Nudds said.Another one of her pet peeves is when brands use jargon and scientific language to suggest that a product is greener or healthier than it is in reality.3. Be consistent about your green message across all product lines"It's no good promoting a green solution when all your other products are far from it," Nudds said.An example is laundry detergent."A brand decides to launch an ‘eco’ detergent using no harsh chemicals and environmentally-friendly packaging," she said."But measures should be taken, or at least demonstrated, to show that the ‘non-eco’ ranges are also moving towards more environmentally friendly options – such as a reduction in packaging and compostable bottles."This would show a genuine commitment to the environment rather than simply jumping onto the green bandwagon for a short while.4. But don't pack too many 'green' aspects into one product or campaignTo build respect from customers and customer loyalty, honesty and openness is the best policy.  Marketers should avoid over-exaggerating green aspects of a product or service.Nudds said, "If there are more green news to come then let the customer know it’s on its way, rather than over-greening the pudding."5. Social media could be the medium where customers grieve their complaintsBecause there are growing numbers of consumers who genuinely care about what they are buying, Nudds explains, dishonest claims about how green a product or service is can backfire on social media platforms."Being dishonest with customers is dangerous territory, particularly with the ease of social media to spread news and expose bad practices," she said.6. Be transparentLet consumers know exactly what they are buying into."Customers, with so much information at their fingertips, need to be kept up-to-date and knowledgeable so that they can make informed decisions," Nudds said.This also gives businesses the opportunities to be market leaders and demonstrate best practices of environmental protection to others in their industry.7. Higher ROI is a bonus motivation for senior managementWhen pitching green ideas to senior management, it helps that certain types of green practices and production processes can also lead to greater returns."Reducing energy has an immediate impact on energy bills.  Exercising zero waste pattern-cutting in the fashion industry will not only reduce the cost of the fabric, but also the amount of waste to be disposed of.  Caring for employees will attract and retain the best staff," Nudds said."But for any green strategy to really work, a caring approach to business from the top-down should always be at the heart of it."[Image]: Shutterstock