Articles > Going Green – Oversold or PR gold?
With an estimated 8 years left before we hit an irreversible rise in global temperatures, there’s no time to waste when it comes to taking action on climate change. The good news is that by doing your bit to help the planet you could also be helping your business.
A survey earlier this year of the UK’s most environmentally-friendly brands concluded that there was a strong correlation between businesses being more green and people wanting to buy more from them.
Even in this difficult economic climate, many people agree that action on the environment remains an urgent priority. Another report recently tracked the attitudes of 12,000 people around the world, just as the financial meltdown had begun. HSBC’s Climate Confidence Monitor found that 43% of those surveyed put climate change ahead of global economic stability when asked about their top concerns.
Avoiding the Greenwash Trap
Action on climate change makes sense, whatever way you look at it, but communicating your business’s greenness needs careful handling. It’s never been more important to avoid the sin of spin when it comes to promoting your eco-credentials. The growth in exaggerated and absurd claims by companies eager to cash in on the green stampede is a phenomenon that has got out of hand. Anyone in doubt should take a quick look at the great anti-greenwash video from MTV Switch that perfectly illustrates the point. The media are becoming more vigilant over spurious claims too. A regular column on Guardian Unlimited shines the spotlight on some of the worst offenders.
So how does a business avoid jumping on the green bandwagon and gain credible PR instead? Here are five tips to keep you on track:
- Be realistic: Becoming a sustainable business is a process, which for most won’t be achieved overnight. It’s better to say ‘we’re getting there’ and mean it, than ‘we’ve arrived’ when you haven’t.
- Find the news: It’s harder to get editorial coverage for green initiatives, as ‘green fatigue’ has already set in. You need to look for a genuine news angle – or piggyback on someone else’s. Sometimes there just may not be anything newsworthy to say.
- Keep it credible: Becareful of using language that may not ring true. Find other ways of describing your successes. Manchester Airport’s claim to be carbon-neutral rang hollow when it was revealed that take-offs and landings had not been included in the calculations.
- Tell your own story: Make sure you include on your website what progress is being made so customers can read about it first-hand. Just remember not to over-state the case.
- Build trust: Easier said than done, but consistently doing exactly what you say you will helps build customer confidence in your green credentials.
