Comments on: Consumers Don’t Believe Your Brand’s Green Messages http://www.davidwmullen.com/2008/07/19/consumers-dont-believe-you-and-your-green-messaging/ David Mullen on PR, Integrated Communications and Social Media Mon, 06 Jun 2011 03:58:50 -0600 http://wordpress.org/?v=2.8 hourly 1 By: Kathleen Moriarty http://www.davidwmullen.com/2008/07/19/consumers-dont-believe-you-and-your-green-messaging/#comment-54 Kathleen Moriarty Wed, 23 Jul 2008 13:49:06 +0000 http://davidmullen.wordpress.com/?p=91#comment-54 Last week, there was an article in BRANDWEEK about American consumers confusion about what "being green" actually means. Turns out, most people don't know! While companies implement environmentally-friendly practices and introduce green products, educating their customers about their green practices will help them stand out in a cluttered market and create customer loyalty. Last week, there was an article in BRANDWEEK about American consumers confusion about what “being green” actually means. Turns out, most people don’t know! While companies implement environmentally-friendly practices and introduce green products, educating their customers about their green practices will help them stand out in a cluttered market and create customer loyalty.

]]> By: Lara Kretler http://www.davidwmullen.com/2008/07/19/consumers-dont-believe-you-and-your-green-messaging/#comment-53 Lara Kretler Mon, 21 Jul 2008 16:04:13 +0000 http://davidmullen.wordpress.com/?p=91#comment-53 This is close to home for me, David. I recently counseled a client against doing a "green" white paper because they just don't do enough to back it up. Yes, we had a trade publication all too happy to publish the paper. And yes, we could have written it and gotten the client a "quick hit." However, truly meaningful green initiatives have to be authentic. Companies shouldn't be jumping on the bandwagon just because green is a hot issue right now. I'm really glad this client listened to counsel and didn't end up in a blog somewhere as a "worst practice" example. This is close to home for me, David. I recently counseled a client against doing a “green” white paper because they just don’t do enough to back it up. Yes, we had a trade publication all too happy to publish the paper. And yes, we could have written it and gotten the client a “quick hit.” However, truly meaningful green initiatives have to be authentic. Companies shouldn’t be jumping on the bandwagon just because green is a hot issue right now. I’m really glad this client listened to counsel and didn’t end up in a blog somewhere as a “worst practice” example.

]]> By: Lisa Mabe http://www.davidwmullen.com/2008/07/19/consumers-dont-believe-you-and-your-green-messaging/#comment-52 Lisa Mabe Mon, 21 Jul 2008 14:56:47 +0000 http://davidmullen.wordpress.com/?p=91#comment-52 Good point David. Everyone is claiming to be "green." Just because a company recycles their paper doesn't mean they can claim "green" products or that they are an entirely green company. Becoming an environmentally-friendly company may take a long time for some. If that's the case, it's much better to be honest, state your company's intentions and make efforts to become a little greener over time. I believe consumers will respect your truthfulness and efforts. Good point David. Everyone is claiming to be “green.” Just because a company recycles their paper doesn’t mean they can claim “green” products or that they are an entirely green company.

Becoming an environmentally-friendly company may take a long time for some. If that’s the case, it’s much better to be honest, state your company’s intentions and make efforts to become a little greener over time. I believe consumers will respect your truthfulness and efforts.

]]> By: davidmullen http://www.davidwmullen.com/2008/07/19/consumers-dont-believe-you-and-your-green-messaging/#comment-51 davidmullen Mon, 21 Jul 2008 13:21:20 +0000 http://davidmullen.wordpress.com/?p=91#comment-51 Laurie - I completely agree. You have to live what you say or consumers will sniff it out and your brand's reputation will be worse off in the end. Thanks for sharing your insights. It's appreciated! Laurie – I completely agree. You have to live what you say or consumers will sniff it out and your brand’s reputation will be worse off in the end.

Thanks for sharing your insights. It’s appreciated!

]]> By: Laurie | Express Yourself to Success http://www.davidwmullen.com/2008/07/19/consumers-dont-believe-you-and-your-green-messaging/#comment-50 Laurie | Express Yourself to Success Mon, 21 Jul 2008 12:54:28 +0000 http://davidmullen.wordpress.com/?p=91#comment-50 I'm all for green business, but it has to start at the executive level of the corporation and be integrated into the corporate strategy. Once it's the way the company "does business" it's much easier for the marketing and PR people to do their job positioning the company as green. When companies try to get it to work the other way around, they're asking for trouble when the truth comes out - and then they're looking for PR help to reduce the backlash. I’m all for green business, but it has to start at the executive level of the corporation and be integrated into the corporate strategy. Once it’s the way the company “does business” it’s much easier for the marketing and PR people to do their job positioning the company as green. When companies try to get it to work the other way around, they’re asking for trouble when the truth comes out – and then they’re looking for PR help to reduce the backlash.

]]> By: Kate http://www.davidwmullen.com/2008/07/19/consumers-dont-believe-you-and-your-green-messaging/#comment-49 Kate Sun, 20 Jul 2008 12:52:12 +0000 http://davidmullen.wordpress.com/?p=91#comment-49 I definitely agree, David. Great article! I definitely agree, David. Great article!

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