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The document discusses the issue of "greenwashing" or companies making misleading environmental claims to appear more environmentally friendly. It provides background on the history and prevalence of greenwashing since the 1970s. It also outlines recommendations from consumers, companies and the FTC to address greenwashing through more concrete guidelines and education for consumers and companies rather than just regulations.
Greenwash for slideshare
- 2. Everyone wants to be environmentally friendly, but who actually is? GREENWASHING
- 3. “ disinformation disseminated by an organization so as to present an environmentally responsible public image” More than 75% of the public will switch to a brand associated with the environment when price and quality are equal -The 1997 Roper Green Gauge Reports What is Greenwashing?
- 4. History of Greenwashing 1980 1990 2000 2010 The 1 st Earth Day (April 22) was held, encouraging industries to promote environmental activities 1992: The Federal Trade Commission created the “Green Guidelines”, to define terms used in environmental marketing. The guides were revised again in 1996 and 1998. 1999: Greenwash became a word in the Oxford English Dictionary 1970 From 1990-2009: 44 FTC Environmental cases of Greenwashing
- 6. Qualifications and Disclosures Distinction between benefits of product, package, and service Overstatement of environmental attribute Comparative claims
- 7. Environmentally friendly Degradable Compostable Recyclable Recycled content Source reduction Refillable Ozone safe/ozone friendly
- 8. Online Survey Percentage of investments expended
- 9. ASA Fiji Rebranding Emissions Carbon Offset Biodegradable Survey Agency Action Firms Remove Statement Class Action Charge Compliance Protest Boycott FTC Consumers Fiji
- 10. Marketing Firms The Green Guides are a starting point, but very vague Kmart American Fare Paper Plates “ The lack of specific rules for how companies should make environmental claims shows how complicated some of these issues can be. There’s very, very little area in which there's a lot of concrete guidance” Lew Rose, Advertising and Marketing Attorney with Kelley Drye & Warren The Opposition
- 11. Recommendations Consumers, Company’s, and the FTC agrees- There needs to be concrete guides to Green Marketing The Key is not relaxed rules or even enforceable regulations……
- 12. Recommendations The Key is: Education Currently the FTC only distributes information to consumers and firms through three pamphlets
- 13. Implementation Crawler Consumers Corporations Enviro Marketing Firms Consumers coordinate coordinate Educate Enforce
- 14. FTC Chairman Jon Leibowitz quoted ‘noted environmentalist’ Kermit the Frog stating, “It’s not easy being green, but these Guides will hopefully make it easier.”