Many megacompanies, while making some admirable strides toward sustainability, are careful not to openly tout themselves as “green friendly” too early for fear of public repercussion. Once a large corporation publicly declares its greenness, they become vulnerable to criticism from the increasingly watchful eye of a more educated public. Companies also recognize the power of online communities who can easily dismantle an untruthful ad campaign and accuse it of “greenwashing,” a stigma not easy to shake.
Anheuser-Busch, for instance, reduced waste by focusing on production processes and alternate packaging choices - even their aluminum beer cans have become 33% lighter. But it exercises caution in touting its greenness and instead emphasizes its move toward greenness. This protects them from public scrutiny of their less-than-green practices. In addition, there is a likelihood that companies (Anheuser-Busch being a good example) don’t want to appear too green-friendly, considering their target consumers (who may equate the green movement with tree huggers and hippy-types).
Coca-Cola took a risk with it’s big guy status recently by releasing a pledge that it would recycle or reuse all the plastic bottles used in the U.S. market. A market leader such as Coke realizes its potential to go up in green flames if it doesn’t follow through on its word, so this was a calculated plan on their behalf. Political and environmental activists relish in making examples of the heavy weights…and Coke has a history of being a punching bag.
Coke put itself in the environmental hot seat in the early 90’s when claims that their bottles would eventually contain up to 25% plastic used from recycled bottles, would inevitably become unrealized. Groups such as Grassroots Recycling Network were up in arms and started a nationwide campaign boycotting the popular beverage. Working Assets, a progressive long distance phone company jumped on board as well, alerting 300,000 customers of Coke’s shortcomings and generating over 40,000 letters, emails and calls to Coke’s CEO’s.
The marketing trends we’re seeing in these major campaigns are considerably more fleshed-out than ones of the past. Companies are beginning to realize the considerable risk of making claims that can’t be substantiated. And while the greenwashing effect (appearing to be more green-friendly than in actuality) is very much a reality, there is an ever-increasing social cost for taking the gamble too early.
Tags: greenwashing
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