Today it seems just about every company is trying to join the bandwagon of “earth-friendly” and “striving for a better world.” Even utility and oil companies make these claims with elaborate Green PR campaigns. While some of these companies are genuine, others are just offering consumers lip service as a marketing ploy. We call that “greenwashing”- when a company overstates their commitment to the environment.
Teague Bengtzen, President of Rocky Mountain Printing, recently gave an example of the difference between lip service and truly sustainable practices in Connect Magazine.
“Several years ago, the big push in the printing business was recycled paper. Recycling is great and needs to happen, but SFI and FSC certifications ensure that we’re planting more trees than we’re cutting down. We’re sustaining the environment, not just saying that we’re ‘environmentally friendly,’” Bengtzen says.
PilmerPR research shows a threefold increase in green media coverage in the past few years. As PR professionals, we are tasked with taking advantage of that trend, but we have to beware of greenwashing.Share