Filed under: Society + Media | Tags: conscious consumers, green advertising, green products, greenwashing
I admit that I’ve picked up many a brightly colored bottle with this claim on it in big bold letters only to be disappointed by the fine print that clarifies None of these claims are substantiated by the FDA. I then think, ‘Darn, it’s back to vegetables and the treadmill.’
We as consumers are bombarded by marketing messages, sound bytes, and advertising gimmicks that promote “Green Products”. Marketing departments in companies that produce everything from cotton balls to peanut butter have jumped on the “green” bandwagon to attract environmentally conscience consumers. But, without a governing body such as the FDA, consumers are often misinformed about who can actually back up all of their claims. I’ve found myself standing in the shampoo aisle at Target looking at all my organic, non-toxic, eco-friendly, bio-degradable options wondering what’s a “green” gal supposed to do? Some savvy consumers have taken things into their own hands and do research on websites sites like Greener Choices to see what labels actually mean. Several corporations have taken actions to further legitimize their claims, such as SC Johnson who clearly defines their ranking system for the raw materials that go into their products.
David Clark emphasized the new level of authenticity that consumers are now demanding as a measure of a company’s integrity. Every company wants to build their base of loyal customers so I believe that companies that voluntarily embrace strict and standardized definitions and rating systems will quickly become industry leaders in the sustainability movement. As consumers get smarter and choosier, businesses simply won’t be able to afford not to.
Image source: www.ifyoucare.com
3 Comments so far
Leave a comment