What does “green” mean? Is your eco labeling hurting your brand’s credibility?

The verdict is in: people are willing to pay more for green products.  However, what does it mean to be green? And does the very use of the “G Word” diminish the effectiveness and credibility of your product labels or other marketing communications?

A recent article from Packaging Digest called “The Great Eco-Label Shakedown” highlights the pitfalls of greenwashing a brand and urges higher standards for communicating a company’s environmental story.  

According to the article, possible solutions include third-party certification to eliminate customer confusion.  Federal legislation might also ensure the truthfulness of commercial communications about being green.  One interviewee even suggests an outright ban on “green” or “eco-friendly,” two of the most omnipresent words in the marketing lexicon.

That’s right word-smiths and PR spinmeisters–it ain’t easy being green!

In my experience, reputable companies don’t want to confuse their customers.  They certainly do want to provide deceptive labels and other marketing communications like Web sites, press releases, catalogs, brochures, and other collatera.  

Too often, however, a company gets excited about highlighting a certain green product or feature without taking a deeper look at the company’s broader environmental impact or commitment to what it takes to really become a green brand.  For example, imagine you have a product sourced from alternative, non-toxic, organic materials.  Can you still claim you are green if the product needs to be shipped (remember transportation uses oil) for thousands of miles from the manufacturer?  Maybe.  Maybe not.  Surely, you can do better than merely slapping on a leafy packaging design and labeling it “green.”

Is it time to take that long, hard look at your company’s green story?  A PR and marketing communications professional can help analyze your brand’s environmental credibility and craft a meaningful, truthful message that resonates with customers and doesn’t just spin a load of green-washed hooey.