Sustainable Communication for Brand Management

A 2007 Earth Day report commented that the U.S. Patent and Trademark Office received more than 300,000 applications for green brand names, logos, and tag lines.  The year saw the largest increase in green applications since 2000, with the applications including the word “green” doubling from 2006.  Along with other indicators, this appears to be strong evidence that business in general has evaluated the market potential of “green” and is responding.

The sudden surge in business eco awareness has not gone unnoticed by consumers.  With sustainability concepts and definitions subject to interpretation, the same business sustainability programs claimed as “green” are also subject to “greenwash” commentary from writers and bloggers.  Much of the criticism coming from contradictory green business claims with company histories and recent actions.

A strong reputation is a critical component of every business, but it is especially important in driving consumer eco awareness to a specific product or service.  To build business and product reputation, business today are required to effectively communicate their environmental message, based on their true business sustainability practices and/or products.

A new report by Futerra Sustainability Communications, Understanding and Preventing Greenwash: A Business Guide, provides a framework for companies to better communicate their environmental message, based on their true business sustainability practices and/or products.  The report focuses on providing effective and valuable information to consumers.  Here are a few tips from the report:

Impact: Make Sure it’s Real

•    Is the topic of your message a significant environmental achievement?

•    Is the issue you are addressing material to your business?

•    Have you invested significant resources (time, funds, and people)?

•    Did you spend more money on the activity than on communications?

•    Have you already achieved the results in your claim?

Alignment: Build Support Internally and Externally

•    Have you worked with multiple functions within your company?

•    Are other activities in your company consistent with this message?

•    Have you engaged stakeholders and incorporated their feedback?

•    Could your claim be supported by a credible third party?

Communication: Communicate it Accurately

•    Is it easy for people to understand your claim and its significance?

•    Do people consider your company trustworthy?

•    Do you have data to back up your claim?

•    Are you conveying your understanding of the big picture?

•    Is the message honest and not self-glorifying?

The business world often struggles to effectively and clearly communicate its alternative product offerings and business sustainability actions.  With sustainability concepts and definitions still subject to interpretation, the same business sustainability eco actions claimed as ‘green’ are also subject to ‘greenwashing’ commentary from consumers, writers and bloggers.  Much of this criticism comes from contradictory ‘green’ business claims by companies with incongruent histories and actions.

While the true ‘greenwashers’ will be eventually exposed, it is evident companies need to be very clear with their communications.