Monday, April 28, 2008

Defining Green Marketing

The marketing of supposedly green products has been largely unrelated resulting in skeptical consumers. According to research from Burst Media, nearly a quarter of people surveyed never believe green claims, while nearly two-thirds "sometimes" believe the green hype.

Burst Media, which recently launched a green ad network, says there is no measurable difference in interest in green products between men and women, in income, or age.

The FTC will address the ambiguity in green marketing and will soon update its guidelines for green marketing, for the first time in a decade. On Wednesday the governing body will hold a workshop to discuss green messaging in marketing, a process that precedes the release of formal guidelines.

Panels will examine trends in packaging claims, whether the packaging components of the Guides should be revised, new green packaging claims, and the substantiation of green packaging claims.

Green can come in many forms because it can be applied to so many types of products, so the FTC has its work cut out for it. For example, what constitutes green paint, a green computer, or green fruit juice?

Posted By John Gartner at 09:18 AM
Permanent Link: Defining Green Marketing | Comments (1)

(1) Comments on Defining Green Marketing

You also have layers of unfounded hype compiling. If a packaging vendor claims to be green, and then their customers claim to be green because they buy from the green package company and it turns out to be unfounded or not really green then we all look over zealous. I can't see how the FTC can add value to this process other than making a program with check boxes, which large companies appreciate.

Comments by Outlier : Tuesday, April 29, 2008 at 12:16 PM

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