The ubiquitous Treehugger has invited Jerry Stifelman to write more on green marketing and how we are certainly not going to save the world one cliché at a time. His suggestions are wise and succinct, boiling down more or less to ‘it’s the product, stupid’. If ‘green’ messages are going to work in mainstream markets they must finally advertise products that are good stuff as well as good thoughts.

The winners of the Observer ethical awards seem to bear out this simple truth. Finisterre, the ethical fashion category winner, is a great little company that stands out for me for its customer service and product quality. I bought one of their jackets last year and I soon forgot that their fibres are recycled and their suppliers fair.

Natural Collection, the winning online retailer (which does not, unfortunately, sell furniture) commented at the 2006 awards that they already have the ‘green’ customer’s attention: their website is aimed at mainstream customers with a green interest.

All this good sense brings me back to Pli’s principle: we don’t like ‘green’, we like ‘transparent‘. After an enjoyable day answering tough questions from potential retailers, I’m learning to keep the conversation focused on the benefits for the customer, not so much of the big picture stuff. Nobody’s going to kid them into selling something their customers don’t need. Why should they?

Futerra is a communications agency in London and New York — they specialise in corporate social responsibility. It’s rewarding to follow their thinking and ideas on communications and sustainability. If you are trying to learn the language of sustainable product design and how to communicate it, they’re on your wavelength.

Futerra has recently compiled it thinking on Greenwash…

They neatly summarise the concept of greenwash and why it’s corrosive to sustainable product design. Importantly, they also give you pointers to avoid looking like greenwash when your message really has merit.
(and see Pli’s tagged blog posts here)

Futerra’s blog often makes a good read, too.
Read more »

When researching eco-friendly consumer markets, it’s tough trying to find a balance between the opinions and ideas of enthusiasts, sceptics and the rest of us. The BBC News site has started to aggregate its consumer and industry environmental news into a section called the Green Room.

Read more »

There is a lot of buzz around ‘green’ and ’sustainable’ products. The big issue with this kind of marketing is that there is a big difference between saying green and being green. Read a previous post on greenwashing. The onus now lies on the consumer to check up on the manufacturer to make sure all their claims are accurate and no naughty indiscretions have been conveniently left out. The American Society of Interior Designers have developed a green products checklist which gives you things to look for when purchasing a green or sustainable product.

Read more »

A recent piece of writing I had read in a Turkish newspaper reveals it all about a personal greenwash. The Stockholm correspondent of this newspaper had sent an article about the poshness of being green in the Swedish capital, in which she told how “in” it was to go down on the street, to the recycling bin, and finally to recycle your waste, and let everyone see you during the process.

While that seems to be the case in Western Europe, one would find it really difficult to hold onto a green lifestyle in Turkey, since there is a huge lack of awareness of the issue. However, as careless are the businesses and people in Turkey about sustainability, a newcomer to the UK might get just as tired of seeing so many words like green, eco, sustainable, etc. It’s big business here.
Read more »