CDP, Markit and NASDAQ to Offer New Green Investment Indices
Oil Drilling Outlays May See Modest Uptick In 2010 After Big ‘09 Drop-Survey
FTC on Greenwashing: Is That All There Is?
Just Say No: Climate Skeptics and Deniers
Archive for the ‘greenwash’ Category
Friday Headlines
Monday Headlines
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Wednesday Headlines
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Where Has All the Greenwash Gone?
permalink
Normally around this time of year, companies trot out their Earth Day ads to show off their “green” means of production, even if it’s for an auto company or oil refiner. From clean coal ads to energy companies whose renewable energy mix represents only a tiny fraction of their overall portfolio, we really have come to expect more greenwashing on a day like today.*
But, with the economy still in a tailspin, and consumers becoming more eco-savvy, we are left with a relatively normal assortment of ads today. Not that we’re calling for more misrepresentation of companies’ sustainability performance, it’s just an annual tradition of ours to scan the papers for the most egregious examples.
Are companies simply becoming more responsible in their marketing efforts? Has the “green wave” of advertising begun to recede? Are Earth Day advertisements seen as thing of the past? The answer of course lies somewhere in between.
Companies have seen their peers take a hit to their reputation when claims of sustainable practices were perhaps a bit overstated, and we have definitely seen the crest of the media attention wave with regard to both sustainability and climate change. Not that the issues themselves have gone away, but public attention to these issues has dropped over the last six months, with people paying a bit closer attention to home than seven generations down the road. And lastly, corporate ad budgets are typically lower during lean times, and firms are more resistant to embarking on a special, one day campaign to try and grab our attention by any means possible.
So how can a company avoid being accused of greenwashing?
- Be specific in your environmental claims
- Don’t overstate your company’s environmental successes
- Have your data verified by respectable third parties
- Be open about the challenges your company faces
- Acknowledge that you are “going green,” not already there
As Earth Day comes and goes, it is always important to note that paying attention to how environmental sustainability impacts your business is really a year-round affair. There are numerous opportunities for companies that integrate sustainability into their overall strategy, from bolstering a lagging reputation, to realizing increased sales from green revenue sources. If you have questions about how your company or organization can get the most out of its sustainability initiatives, email us HERE .
Tim Woodall at FD Element
* This blog post is 100% natural, and made with environmental ingredients
Top 5 Sustainability Communication Trends for 2009
permalink
Broad societal trends — from a “green” President and energy team, to the rapid rise in new media tools and the increased need for businesses to cut costs — will make 2009 a landmark year in communicating on sustainability.
1. Thought leadership and innovation as keys to combating the economic downturn
From Detroit to Wall Street, it is clear that short term bottom-line thinking is not conducive to running a successful business today. In ’09, companies will expand their focus beyond traditional sustainability methods (recycling, carbon footprinting) to include new initiatives and innovations to cut costs and attract clients. And with many businesses planning either to maintain or increase their spending on corporate sustainability efforts, 2009 will be a year companies look for and promote new ways of “going green.”
2. More use of social media tools and online video
Online video, a medium which enjoyed 350% growth in 2008, will expand even more rapidly in ’09 and will increasingly be used as a replacement for written information. Businesses and advocacy groups are now realizing the communication potential of social media networking — such as Facebook and YouTube — to engage customers and other stakeholders. Even President-elect Obama utilized these new media tools to communicate his ideas about sustainability and other initiatives.
3. Aligning corporate sustainability initiatives and activities with core brand values
There will be a closer link between companies’ sustainability initiatives and their overall brand identities. Environmental stewardship will no longer be buried in the back of a company’s website because the ROI for green marketing strategies has been established. Expect more companies to realign their core business values to adhere to these new standards being set by stakeholders, competitors and indeed consumers.
4. Consumer concern over global warming rebounds as U.S. policy on climate change is clarified
With the new administration already proposing the most forward-looking climate policy agenda ever, businesses and non-governmental organizations (NGOs) may choose to capitalize on this momentum by joining the green movement. News of Obama’s alternative energy plans has already galvanized many in the renewable energy industry and we expect this trend to expand into other business sectors.
5. Accountability involving third-party partnerships will be more important than ever
NGO partnerships are one of the soundest ways to enhance credibility on sustainability initiatives. In the long run this will blur the once clear divide between businesses and other organizations, such as NGOs. Working with these advocacy groups, companies will take more active roles in land and water conservation, wildlife protection, renewable energy and other sustainability priorities.
Grant Draper, at FD Element in New York
Green marketing claims not always as good as they seem
permalink
Don Millar, President of The Element Agency, has a story about green marketing running in The Vancouver Sun. It’s definitely worth a read, especially if you are concerned about the legitimacy of your new sustainability initiative. Below is an excerpt:
Ever been greenwashed? You probably have, and you probably don’t know it. If you are one of the many consumers who have a casual preference for environmentally-friendly products - we call you “light greens” in marketing - you’ve probably fallen for some claims that are more walk than talk.
As the move to green has picked up speed, so have claims that can’t be backed up or are misleading. It’s called greenwashing.
Take BP: the third-largest oil company in the world. Once British Petroleum, in 2000 they rebranded ‘Beyond Petroleum’ with a new age fuzzy sun logo. They spent $200 million on a worldwide advertising blitz and won a truckload of industry awards.
But today BP is the new bête noire of the sustainability movement because they hit two of the major signs of a greenwash…
To continue reading Don’s article, click here.
By Stefan Deeran at The Element Agency in New York
McCain’s climate change of heart unconvincing
permalink
John McCain seems to think looking green on the campaign trail will nullify the Democrat’s environmental advantage in the general election. To prove that he is not Bush v 2.0, McCain has been touting his commitment to fighting climate change.
In a sneaky swipe at W, McCain has said,
“I will not shirk the mantle of leadership that the United States bears. I will not permit eight long years to pass without serious action on serious challenges. I will not accept the same dead-end of failed diplomacy that claimed Kyoto. The United States will lead and will lead with a different approach — an approach that speaks to the interests and obligations of every nation.”
While an environmentally moderate McCain might convince some independents to vote Republican in November, his environmental rhetoric does not seem to be based on reality.
According to a report in today’s Washington Post, McCain’s lifetime League of Conservation Voters (LCV) score is 24 percent, compared with 86 for Obama. McCain has opposed better fuel-efficiency standards as well as provisions that require utilities to purchase renewable energy.
McCain has missed every major vote on the environment this Congress, prompting a “Zero” rating from the Defenders of Wildlife Action Fund’s conservation report card. Grist has documented each of the missed votes where McCain could have shown the leadership he has been hyping.
When LCV’s Director Gene Karpinski tells audiences about McCain’s environmental scorecard rating, he said, “jaws drop. . . I tell them, ‘He’s not as green as you think he is.’ “
Beyond “BP”
permalink
Since 2000 British Petroleum has been rebranded with the tagline “Beyond Petroleum.” The company is now represented at gas stations around the world by a green and yellow sunburst. BP was the first oil company to publicly admit global warming was real in 1997 and has touted the billions they have been pouring into alternative fuel sources ever since.
The firm now ranks as the most accountable and transparent corporation in the world, according to Accountability-21, a CSR consultancy based in the United Kingdom
To most people in the green community, however, BP might as well have been rebranded “BS.” The firm’s every move seems to fail in meeting their new eco-expectations. In 2007, when BP decided to invest in Canada
But was the campaign worth it? According to a case study in this week’s Ad Week, surprisingly yes. Despite relentless greenwashing charges, BP has convinced its customers that it is greener than the rest. And that has helped the firm’s revenues rise by almost $90 billion since the campaign began.
By Stefan Deeran at The Element Agency in New York
Greenwashing: How To Avoid Exploitation
permalink
By Davin Michael Garg of BC Buzz, today’s guest blogger
Ads for hybrid cars, energy-efficient appliances, and other green products are commonplace these days. But consumers aren’t quick to lap up the marketing. According to Ipsos Reid, 70% of Americans and 64% of Canadians believe corporate environmental messaging is usually just a marketing tactic. Green marketing is on the rise — but is it just greenwashing?
As the clip currently featured as the My Green Element “Green Video” illustrates, green marketing (promoting the environmental benefits of a product or service) has exploded onto the scene. But since green marketing has just recently hit mainstream, the industry lacks overarching standards and regulations that consumers can trust.
Is every company greenwashing? Of course not. But don’t rely solely on marketing. You have to dig a little deeper.
Editors note: Dave Michael Garg runs BC Buzz, an independent media company based in Vancouver. He can be reached at dave@bcbuzz.ca.
The views expressed above are the author’s own and do not necessarily represent The Element Agency. If you are interested in penning guest posts for My Green Element, please email Stefan Deeran via stefan@theelementagency.com.
Aliza Wasserman on PG&E’s Tidal Greenwashing
permalink
You have been greenwashed. If you’re excited about Pacific Gas & Electric’s (PG&E) investment in tidal energy, you have been greenwashed. The timing. The PR. The documentation. It all points to PG&E’s plan to undermine renewable energy, while pacifying well-intentioned people with green looking press releases.
The exact time that PG&E announced it’s ‘tidal energy partnership’ was June 19th 2007. That is the exact day the SF Board of Supervisors were scheduled to vote on a policy that will cut the contract with PG&E and move to 51% renewable energy by 2017. PG&E had dozens of TV cameras and news outlets at their press conference by the Golden Gate Bridge
PG&E is scared. PG&E is so scared they launched a massive green PR campaign. Why should a monopoly spend millions of dollars on PR? It’s because they know dramatic and pragmatic renewable energy policies are gaining traction at local and state levels. One of their many greenwashing strategies is to support token renewable energy projects.
Tidal energy is not a renewable energy. Some day it might be. But now it’s just an idea soaking in salty seaweed. Tidal energy generates tiny amounts of energy, and is not currently a viable solution for urban demands. While investing in potential forms of renewable energy sounds like a nice thing to do – we must question why this company is not implementing renewable energy technology that already exists. Solar and wind technologies have proven themselves effective and scaleable – yet they just sit on the shelf. When pushed to act on climate change, George W. Bush responded with a long list of R&D efforts he will fund. This is the catastrophic Exxon strategy of talking about how more research is needed. This repeatedly proves effective for keeping people pacified, confused, and/or diverted from the outrageously simple fact that solutions already exists and are not being implemented. More research is not going to address the problem.
Editors note: Last week we covered PG&E’s investment in tidal power. Aliza Wasserman works with
The views expressed above are the author’s own and do not necessarily represent The Element Agency. If you are interested in penning guest posts for My Green Element, please email Stefan Deeran via stefan@theelementagency.com.
Friday Headlines
Monday Headlines
permalink
Wednesday Headlines
permalink
Where Has All the Greenwash Gone?
permalink
Normally around this time of year, companies trot out their Earth Day ads to show off their “green” means of production, even if it’s for an auto company or oil refiner. From clean coal ads to energy companies whose renewable energy mix represents only a tiny fraction of their overall portfolio, we really have come to expect more greenwashing on a day like today.*
But, with the economy still in a tailspin, and consumers becoming more eco-savvy, we are left with a relatively normal assortment of ads today. Not that we’re calling for more misrepresentation of companies’ sustainability performance, it’s just an annual tradition of ours to scan the papers for the most egregious examples.
Are companies simply becoming more responsible in their marketing efforts? Has the “green wave” of advertising begun to recede? Are Earth Day advertisements seen as thing of the past? The answer of course lies somewhere in between.
Companies have seen their peers take a hit to their reputation when claims of sustainable practices were perhaps a bit overstated, and we have definitely seen the crest of the media attention wave with regard to both sustainability and climate change. Not that the issues themselves have gone away, but public attention to these issues has dropped over the last six months, with people paying a bit closer attention to home than seven generations down the road. And lastly, corporate ad budgets are typically lower during lean times, and firms are more resistant to embarking on a special, one day campaign to try and grab our attention by any means possible.
So how can a company avoid being accused of greenwashing?
- Be specific in your environmental claims
- Don’t overstate your company’s environmental successes
- Have your data verified by respectable third parties
- Be open about the challenges your company faces
- Acknowledge that you are “going green,” not already there
As Earth Day comes and goes, it is always important to note that paying attention to how environmental sustainability impacts your business is really a year-round affair. There are numerous opportunities for companies that integrate sustainability into their overall strategy, from bolstering a lagging reputation, to realizing increased sales from green revenue sources. If you have questions about how your company or organization can get the most out of its sustainability initiatives, email us HERE .
Tim Woodall at FD Element
* This blog post is 100% natural, and made with environmental ingredients
Top 5 Sustainability Communication Trends for 2009
permalink
Broad societal trends — from a “green” President and energy team, to the rapid rise in new media tools and the increased need for businesses to cut costs — will make 2009 a landmark year in communicating on sustainability.
1. Thought leadership and innovation as keys to combating the economic downturn
From Detroit to Wall Street, it is clear that short term bottom-line thinking is not conducive to running a successful business today. In ’09, companies will expand their focus beyond traditional sustainability methods (recycling, carbon footprinting) to include new initiatives and innovations to cut costs and attract clients. And with many businesses planning either to maintain or increase their spending on corporate sustainability efforts, 2009 will be a year companies look for and promote new ways of “going green.”
2. More use of social media tools and online video
Online video, a medium which enjoyed 350% growth in 2008, will expand even more rapidly in ’09 and will increasingly be used as a replacement for written information. Businesses and advocacy groups are now realizing the communication potential of social media networking — such as Facebook and YouTube — to engage customers and other stakeholders. Even President-elect Obama utilized these new media tools to communicate his ideas about sustainability and other initiatives.
3. Aligning corporate sustainability initiatives and activities with core brand values
There will be a closer link between companies’ sustainability initiatives and their overall brand identities. Environmental stewardship will no longer be buried in the back of a company’s website because the ROI for green marketing strategies has been established. Expect more companies to realign their core business values to adhere to these new standards being set by stakeholders, competitors and indeed consumers.
4. Consumer concern over global warming rebounds as U.S. policy on climate change is clarified
With the new administration already proposing the most forward-looking climate policy agenda ever, businesses and non-governmental organizations (NGOs) may choose to capitalize on this momentum by joining the green movement. News of Obama’s alternative energy plans has already galvanized many in the renewable energy industry and we expect this trend to expand into other business sectors.
5. Accountability involving third-party partnerships will be more important than ever
NGO partnerships are one of the soundest ways to enhance credibility on sustainability initiatives. In the long run this will blur the once clear divide between businesses and other organizations, such as NGOs. Working with these advocacy groups, companies will take more active roles in land and water conservation, wildlife protection, renewable energy and other sustainability priorities.
Grant Draper, at FD Element in New York
Green marketing claims not always as good as they seem
permalink
Don Millar, President of The Element Agency, has a story about green marketing running in The Vancouver Sun. It’s definitely worth a read, especially if you are concerned about the legitimacy of your new sustainability initiative. Below is an excerpt:
Ever been greenwashed? You probably have, and you probably don’t know it. If you are one of the many consumers who have a casual preference for environmentally-friendly products - we call you “light greens” in marketing - you’ve probably fallen for some claims that are more walk than talk.
As the move to green has picked up speed, so have claims that can’t be backed up or are misleading. It’s called greenwashing.
Take BP: the third-largest oil company in the world. Once British Petroleum, in 2000 they rebranded ‘Beyond Petroleum’ with a new age fuzzy sun logo. They spent $200 million on a worldwide advertising blitz and won a truckload of industry awards.
But today BP is the new bête noire of the sustainability movement because they hit two of the major signs of a greenwash…
To continue reading Don’s article, click here.
By Stefan Deeran at The Element Agency in New York
McCain’s climate change of heart unconvincing
permalink
John McCain seems to think looking green on the campaign trail will nullify the Democrat’s environmental advantage in the general election. To prove that he is not Bush v 2.0, McCain has been touting his commitment to fighting climate change.
In a sneaky swipe at W, McCain has said,
“I will not shirk the mantle of leadership that the United States bears. I will not permit eight long years to pass without serious action on serious challenges. I will not accept the same dead-end of failed diplomacy that claimed Kyoto. The United States will lead and will lead with a different approach — an approach that speaks to the interests and obligations of every nation.”
While an environmentally moderate McCain might convince some independents to vote Republican in November, his environmental rhetoric does not seem to be based on reality.
According to a report in today’s Washington Post, McCain’s lifetime League of Conservation Voters (LCV) score is 24 percent, compared with 86 for Obama. McCain has opposed better fuel-efficiency standards as well as provisions that require utilities to purchase renewable energy.
McCain has missed every major vote on the environment this Congress, prompting a “Zero” rating from the Defenders of Wildlife Action Fund’s conservation report card. Grist has documented each of the missed votes where McCain could have shown the leadership he has been hyping.
When LCV’s Director Gene Karpinski tells audiences about McCain’s environmental scorecard rating, he said, “jaws drop. . . I tell them, ‘He’s not as green as you think he is.’ “
Beyond “BP”
permalink
Since 2000 British Petroleum has been rebranded with the tagline “Beyond Petroleum.” The company is now represented at gas stations around the world by a green and yellow sunburst. BP was the first oil company to publicly admit global warming was real in 1997 and has touted the billions they have been pouring into alternative fuel sources ever since.
The firm now ranks as the most accountable and transparent corporation in the world, according to Accountability-21, a CSR consultancy based in the
To most people in the green community, however, BP might as well have been rebranded “BS.” The firm’s every move seems to fail in meeting their new eco-expectations. In 2007, when BP decided to invest in
But was the campaign worth it? According to a case study in this week’s Ad Week, surprisingly yes. Despite relentless greenwashing charges, BP has convinced its customers that it is greener than the rest. And that has helped the firm’s revenues rise by almost $90 billion since the campaign began.
By Stefan Deeran at The Element Agency in
Greenwashing: How To Avoid Exploitation
permalink
By Davin Michael Garg of BC Buzz, today’s guest blogger
Ads for hybrid cars, energy-efficient appliances, and other green products are commonplace these days. But consumers aren’t quick to lap up the marketing. According to Ipsos Reid, 70% of Americans and 64% of Canadians believe corporate environmental messaging is usually just a marketing tactic. Green marketing is on the rise — but is it just greenwashing?
As the clip currently featured as the My Green Element “Green Video” illustrates, green marketing (promoting the environmental benefits of a product or service) has exploded onto the scene. But since green marketing has just recently hit mainstream, the industry lacks overarching standards and regulations that consumers can trust.
Is every company greenwashing? Of course not. But don’t rely solely on marketing. You have to dig a little deeper.
Editors note: Dave Michael Garg runs BC Buzz, an independent media company based in Vancouver. He can be reached at dave@bcbuzz.ca.
The views expressed above are the author’s own and do not necessarily represent The Element Agency. If you are interested in penning guest posts for My Green Element, please email Stefan Deeran via stefan@theelementagency.com.
Aliza Wasserman on PG&E’s Tidal Greenwashing
permalink
You have been greenwashed. If you’re excited about Pacific Gas & Electric’s (PG&E) investment in tidal energy, you have been greenwashed. The timing. The PR. The documentation. It all points to PG&E’s plan to undermine renewable energy, while pacifying well-intentioned people with green looking press releases.
The exact time that PG&E announced it’s ‘tidal energy partnership’ was June 19th 2007. That is the exact day the SF Board of Supervisors were scheduled to vote on a policy that will cut the contract with PG&E and move to 51% renewable energy by 2017. PG&E had dozens of TV cameras and news outlets at their press conference by the
PG&E is scared. PG&E is so scared they launched a massive green PR campaign. Why should a monopoly spend millions of dollars on PR? It’s because they know dramatic and pragmatic renewable energy policies are gaining traction at local and state levels. One of their many greenwashing strategies is to support token renewable energy projects.
Tidal energy is not a renewable energy. Some day it might be. But now it’s just an idea soaking in salty seaweed. Tidal energy generates tiny amounts of energy, and is not currently a viable solution for urban demands. While investing in potential forms of renewable energy sounds like a nice thing to do – we must question why this company is not implementing renewable energy technology that already exists. Solar and wind technologies have proven themselves effective and scaleable – yet they just sit on the shelf. When pushed to act on climate change, George W. Bush responded with a long list of R&D efforts he will fund. This is the catastrophic Exxon strategy of talking about how more research is needed. This repeatedly proves effective for keeping people pacified, confused, and/or diverted from the outrageously simple fact that solutions already exists and are not being implemented. More research is not going to address the problem.
Editors note: Last week we covered PG&E’s investment in tidal power. Aliza Wasserman works with
The views expressed above are the author’s own and do not necessarily represent The Element Agency. If you are interested in penning guest posts for My Green Element, please email Stefan Deeran via stefan@theelementagency.com.