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Greenwashing- what to do; what not to do and what's next!
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© 2009 the mcmilker group, llc
Greenwashing
What To DoWhat Not ToWhat’s Next
The Eco Investment Club San Diego July 28, 2009
© 2009 the mcmilker group, llc
The Seven Sins of Greenwashing
• Sin of Hidden Trade-off (Paper)• Sin of No Proof ( % Post Consumer Waste)• Sin of Vagueness (Natural)• Sin of Worshipping False Labels (Carpets) • Sin of Irrelevance (CFCs)• Sin Of Lesser of Two Evils (Organic Cigs))• Sin of Fibbing
© 2009 the mcmilker group, llc
Where do we go from here?
• Companies need to understand and work with their stakeholders on sustainability
• Customers• Vendors• Consumers• Press• Advocates• Government
© 2009 the mcmilker group, llc
Don’t Say Your Green – Say You’re Trying
© 2009 the mcmilker group, llc
Watch out for Loaded words – Natural etc.
© 2009 the mcmilker group, llc
Don’t Reach
© 2009 the mcmilker group, llc
Green Your Partners
© 2009 the mcmilker group, llc
Embrace Advocates
© 2009 the mcmilker group, llc
Manage Your Image through Social Media
© 2009 the mcmilker group, llc
The “Dos” of Greenwashing
• Don’t Say Your Green – Say You’re Trying
• Watch out for Loaded words – Natural etc.
• Don’t Reach• Green Your Partners • Embrace Advocates• Manage Your Image through Social
Media
© 2009 the mcmilker group, llc
Case Study
© 2009 the mcmilker group, llc
Case study
© 2009 the mcmilker group, llc
Thank You
@mcmilker
themcmilkergroup.com