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Get on the Green Bandwagon
We recently witnessed the first big wave of green marketing and PR, and it had the feeling of a ‘dotcom boom’ about it. Companies became aware that, through saturation news coverage, the environment had moved to the top of the consumer agenda. Research revealed their customers expected them to take steps to become greener, and would reward them accordingly if they did. Combined with, in many cases, a very genuine desire on the behalf of corporate leaders and marketers to do something (and to be seen to do something) positive on the environment, this caused the tidal wave of green communication in 2007 and into 2008.
Inevitably, there has been a backlash. There is a rapidly increasing number of websites devoted to exposing ‘greenwashing’ – companies which are accused of making environmental claims that don’t stand up to serious scrutiny. And those claims are no longer confined to green pressure groups and campaigners. With an increasing number of companies being accused of ‘greenwashing’, Cohn & Wolfe’s Geoff Beattie looks at three “blue chips” that have enhanced their reputation through the right combination of genuine substance and clever pr.
Reprinted by permission of Environment Magazine.
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