k dewar goodsense fitforfuture 2013

Promoting success

Telling stories that grow brand value without greenwash

Why promote?

Make it easy for customers to choose and champion you, over your competitors.

Do it right and you won’t fall

Walk the ‘tightrope’ between advertising puffery and third party proof.Scot Case, Oct 2013 Co-author of “Sins of Greenwashing”

Earn the ‘Like’

Image: freedigitalphotos.net

Three proven strategies

Authentic

Transparent

Outspoken

Image: freedigitalphotos.net

Image: freedigitalphotos.net

Be authentic, above all else

Be transparent

• A third of global consumers are looking for guilt-free products and services.Trendwatching.com Nov 2013

• Sustainable procurement a Top 5 priority at more than 90% of the 3500 firms surveyed, internationally, by HEC-EcoVadis

Cater for all levels of information needs

Specific

Candid

Credible

When being transparent be:

Be outspoken

Open letter from Starbucks, Unilever, Mars, Loreal, Levis, Symantec and 14 other US corporates urging Obama to act on Climate change

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94%

94% of NZers “get annoyed when products try to pass themselves off as greener than they really are.” Colmar Brunton, 2012

Consumer Law Reform Bill to be enacted 2014 –have evidence of claims before you make them.

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More:

www.GoodSense.co.nz/green-marketing

@GoodSenseMktg

Kath@GoodSense.co.nz

Group - Green Marketing & Advertising NZ

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