It’s been almost a year after the Federal Trade Commission revised its guidelines for environmental advertising. Yet consumers doubt or don’t understand what being “green” means for businesses. Two market research firms recently did studies to reinforce this perception.
GfK’s annual Green Gauge survey found that 22 percent of consumers didn’t know if a company’s environmental claims were true. More than 40 percent thought “green” claims weren’t accurate.
Research by Cone Communications showed that although 40 percent of people think that an “environmentally friendly” product means it will have a positive effect on the environment, 22 percent of those thought the impact was minimal and nine percent thought it meant no positive impact.
With the FTC’s new guidelines in place, marketers are being encouraged to make their green claims specific rather than general. Making a product’s package in a green color with leaves stuck on it says nothing. Detailed statements about their company’s “greenness” will both adhere to the FTC guidelines and engender consumer confidence.
So what can you do? Tell them more.
~Update your website that touts all of your measurable “green” and environmentally friendly initiatives.
~Add a tag on apparel that states how the fabric was produced.
~Include a sentence or two on your product information form.
~Paste a sticker on your company’s window telling how much energy you are saving
~Order your free copy of our booklet, Be More Visible! Create More Interest in You, Your Product or Service.
~Lastly, let me know what you think.