Case study
Standards Authority (ASA) has certainly up to the values they espouse before going to with its Plan A, as a company that is trying to
ramped up its efforts in this respect. In 2007, the market with their proposition," says Prova shift its whole ethos towards sustainability.
some 561 complaints were received on this PR's White. "Everyone knows about Plan A, but you
issue, a four-fold increase in 2006. Suzuki, Some PR firms are therefore covering their go into a store and the individual products
Shell and Toyota have all been up in front of own backs by ensuring clients live up to the have a story behind them too," says Gyro
the ASA. claims they are trying to publicise. International's Richard Mabbott. "It makes
Though the complaint levels fell back The Message Hub, for instance, says it it more tangible. Consumers need to feel the
last year, a recent poll for The Times found won't work with companies that are simply company is moving in the right direction, but
that the tide of greenwash has made Britain's looking to improve their bottom line by they also want to feel they're doing their bit by
consumers sceptical about environmental presenting themselves as ethical. buying a particular product."
claims. Global communications company, "That's the wrong approach," says M&S is striving to go over and above the
Gyro International, came to the same Singleton-White. "Companies should be letter of the green law. And many others are
conclusion in their January report: Minding pleased to promote the ethical and socially having to do the same.
the eco-gap - the disparity between consumer responsible work they do because it is a core "Simply complying to legislation doesn't
beliefs and marketers, presumptions. part of the way they do business. The main generate any advantage as consumers
Gyro surveyed almost 2,000 consumers, of reason for doing all this should be to move increasingly recognize that companies are
which nearly half (48%) said they didn't trust towards a more responsible business model." expected to do a certain amount - as a result
marketers claims. In fact, 13% went so far as And not to make a quick buck. companies will only benefit when they receive
to say they are "very untrusting". "We aren't afraid to challenge a company," customer recognition for going over and
There is, however, an anomaly here. In a he adds. "That can be uncomfortable at times, above legislative requirements," says Graeme
recent report by the ASA, the majority (94%) but if a company wants to make a claim, they Crossley, MD of brand reputation, a CSR and
of 'green' claims made in adverts were found need to be sure it's robust." communications agency.
to be justified and accurate (i.e. complying For Singleton-White, independent Almost every other ad in The Sunday Times
with the ASA's CAP code). What's more, accreditation or assessment can be a real or The Economist these days seems to have a
this should, in theory, increase following benefit when taking environmental or ethical green tint to it. The challenge for brands and
the government's commitment to update the claims public. Examples include Fairtrade, the companies is how to set themselves apart by
guidance it issues for green marketing and Forest Stewardship Council and the Rainforest taking the lead or offering a point of difference
advertising claims. Alliance. over their competitors.
Lord Philip Hunt, the minister for "Apple is currently promoting its 'greenest Moving and relocation specialists,
sustainable development, has pulled together laptop ever', but one can't help thinking that Robinsons, is one company that's certainly
a steering group to re-assess the Green the campaign would have had more clout managed to master the green marketing
Claims Code - last updated in 2003 - to help if they'd submitted the claims through an without the greenwash, having launched
companies avoid greenwash. independent assessor. It's often that third party Di-vert - a new service ensuring that the
"Consumers are often confronted with endorsement that can help strengthen your unwanted furniture and equipment from an
all sorts of green claims by companies and case." office move doesn't end up in landfill. It not
products," he explains. "Working with industry Adding real depth to any green claims can only cuts the cost of the move, but supports
and updating the Code will support business certainly help. the CSR policy of the company that's moving
to ensure that their claims are genuine and "Your customers want to see ethical by providing a full audit trail.
meaningful, and reassure consumers too." considerations embedded in your company's "This is a good example of how we've
So, how can companies make the most DNA," adds Singleton-White. "If a company harnessed the company's genuine willingness
of the green tape without being splashed by is putting an ethical or environmentally to reduce the amount of furniture needlessly
greenwash? friendly product on the market but has 100 ending up in landfill," says Prova's White.
"We're always very clear with clients that other 'bad' products, then that's going to raise "The business has invested a lot of effort to
want to use the environment as the basis for a questions among consumers [or your clients]." really understand the market's attitude towards
campaign: they need to ensure they are living Many experts point to Marks & Spencer, this issue and has positioned itself with both
the private and public sector as a genuinely
green business mover."
Genuinely green is the key.
Incorporating environmental legislation
into a company's marketing or PR activity is a
good idea as long as the proposition is genuine
and supports a real need that is reinforced by
the government, says Gyro International's
Richard Perry.
"Using enviro-law in this way is not just
another form of greenwashing," he adds. "If a
business is able to fill a CSR need that's driven
by environmental policy, then that's called
entrepreneurialism and good luck to them."
SuStainable SolutionS april 2009 23
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