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Info on greenwashing, what it is, how to avoid it.
Citation preview
GreenwashingHow to
avoidYour
Customers
A Guide to Marketing Your Restaurants “ECO-NOMICALLY”
By Jaimee EstrellerApril 27, 2009
Green-wash—verb: the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service
What isGREENWASHING?
ORGANIC|FAIR-TRADE|VEGAN|COMPOSTABLE|RECYCLABLE|BIODEGRADABLE|LOCAL|ECO-FRIENDLY|SUSTAINABLE|NATURAL|ECOLOGICAL|PLANET-FRIENDLY
The Birth of GREEN JARGON
Agenda
• The Call for Action in the Restaurant Industry
• The Effects from “Greenwashing” Claims
• The Steps to Marketing “Eco-nomically”
A Typical Restaurant’s Carbon Footprint
Call for Action | “Greenwashing” Effects| “Eco-nomic” Strategies
NEWMAN’S RESTAURANT
490 tons of carbon
dioxide per year
2,000,000 gallons of
water a year100,000 pounds of garbage per
year
What Restaurants Are Doing
Target Areas of Improvement in Marketing• Energy Reduction• Waste Management• Packaging Alternatives• Organic and Local Food Purchasing • Sustainable Interior Design and Construction
Call for Action | “Greenwashing” Effects| “Eco-nomic” Strategies
“Greenvertising” on the rise
2005 2006 2007 2008 20090%1%2%3%4%5%6%7%8%9%
10%
3.2%4.2%
2.0%
8.9%10.0%
Green Ads
Year
Perc
enta
ge o
f Gre
en A
dver
-tis
emen
ts
About a 7% in-crease since 2005
Call for Action | “Greenwashing” Effects| “Eco-nomic” Strategies
PREVALENCE of “Greenwashing”
“The Seven Sins of ‘Greenwashing’ Report” by Terra Choice illustrates that:
• 98% of green claims are "greenwashed“’• 77 % of Americans are actively seeking
information to verify green claims
Call for Action | “Greenwashing” Effects| “Eco-nomic” Strategies
Call for Action | “Greenwashing” Effects| “Eco-nomic” Strategies
Verification of green Claims By Consumers
Con-sumer
Reports30%
Certification Labels
28%
List of Ingredi-
ents26%
Product Packag-
ing11%
Company Advertising
5%
Consumer Reports
Certification Labels
List of Ingredients
Product Packaging
Company Advertising
Call for Action | “Greenwashing” Effects| “Eco-nomic” Strategies
Risks of “greenwashing”
Consumer’s trust will be misplaced in companies that do not deliver their environmental promises.
Illegitimate environmental claims will slow the spread of real environmental innovation in the marketplace.
Consumers will give up on marketers and manufacturers, and give up on the hope that their spending might be put to good use.
The sustainability movement will lose the power of the market to accelerate progress towards sustainability.
Call for Action | “Greenwashing” Effects| “Eco-nomic” Strategies
LOST
CONSUMERS=
ECO-NOMICALLY
UNSOUND
“ECO-NOMIC” Strategies To SUSTAIN Long-term Value
“ECO-NOMIC” Value
Gain Credibility
from Certifications
Make Sustainability
a Core Strategy
Do Green (vs. Go Green)
Call for Action | “Greenwashing” Effects| “Eco-nomic” Strategies
NEWMAN’S RESTAURANT
GREEN-
CERTIFIED
Current “Green” Restaurant Certifications
Call for Action | “Greenwashing” Effects| “Eco-nomic” Strategies
What we Have Learned from “Greenwashing”
• Green marketers and consumers are learning about “greenwashing” together
• The best way to avoid “greenwashing” is to be honest and transparent
• “Going green” provides beneficial cost-savings strategy, but must also be credible if used as a marketing point
Call for Action | “Greenwashing” Effects| “Eco-nomic” Strategies
“Sustainability in restaurants is huge to me professionally and personally. We can do more, and we will. The restaurant industry needs to lead—restaurants need to hop on board more than the marketing.”
- Ms. Dawn Sweeney, National Restaurant Association, President (May 2008)
AN Opportunity FOR A GreenER Future
QUESTIONS?
Sources
• http://www.usatoday.com/money/industries/environment/2008-05-15-green-restaurants-eco-friendly_N.htm
• http://www.greenrestaurants.org/documents/GoingGreenerGuide.pdf• http://www.environmentalleader.com/2009/04/03/study-consumers-lack-
trust-in-green-claims• http://www.environmentalleader.com/2009/02/05/82-percent-of-
consumers-buy-green-despite-economy/• http://www.environmentalleader.com/2009/03/06/consumer-survey-
growth-of-green-consumption-flounders/• http://www.treehugger.com/files/2009/04/98-of-green-labeled-products-
are-actually-greenwashed.php