Greenwashing Awareness Rises

Canadians have been inundated with claims of environmentally friendly products and ‘eco’ everything, each brand shouting more vociferously than the next. However this constant hue and cry (not to mention over use of every shade of the color green) is starting to take its toll. A recent report by the Gandalf Group indicates that most consumers have had enough, and don’t take these green claims credibly.

For most businesses, particularly small to medium size firms that are doing all they can to build a positive brand image, these research findings sound a cautionary note. Most companies are driven by the need to differentiate their product and service offerings, and just a short time ago capitalizing on new customer awareness of the environment seemed a perfect way to do so. However the tide has now turned, and companies must take extra steps to burnish their eco-credentials.

Here are few handy suggestions:

Court the blogosphere. Everyone knows that word-of-mouth marketing is the most powerful form of advertising, but what is less known is how the right mention in the right place online can make all of the difference in terms of consumer’s perceptions. Many blogs have assumed the role of ‘trusted advisor’ for consumers (treehugger anyone?), so a nod of approval can go a long way to driving web traffic and sales.

Communicate the features. Branding is about perception, so if consumers are unaware of the eco-attributes of your offering, then you’ll be lost amongst the fray. Avoid making generic claims and offer specific support for your eco-friendly features, allowing the consumer to delve into the minutia if they so choose.

Improve your product. When your product and service offerings match your brand promise, then your claims ring true for the consumer. Ultimately consumers make up there mind through experience and interaction with your product and service. If you are able to satisfy their particular need, then you are already well on your way.

If you are struggling to differentiate your brand, or simply are looking for help with getting your organization to behave in a more social responsible manner to help the bottom line; then contact us. We’re here to help.

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Here We Grow Again

With the launch of our new website and the addition of new team members, we’ve continued to capitalize on our successful engagements by investing in growth.  Feel free to check back often for useful news, information, and articles to support and drive the growth of your business.