Greenwash

Marketing sustainability without greenwash

Green marketing Greenwash Marketing effectiveness Messaging

Define a brand that soars without getting burned In May 2017, Kath Dewar ran a members-only webinar for the Sustainable Business Network on how to define a brand that soars without getting burned. In the webinar she discussed the key steps to build your brand and the sustainability benefits in an inspiring and authentic way. Effective messages reach …

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Make your marketing sing – Project NZ 2015

Advertising Advertising Standards Authority Consumer trends in sustainability Green marketing Greenwash Marketing effectiveness Messaging Sustainable Marketing Course

Make your sustainability story sing with GoodSense advice

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Online Sustainable Marketing course

Consumer trends in sustainability Content marketing Green marketing Greenwash Sustainable Marketing Course

The NZ Marketing Association, the Sustainable Business Network and GoodSense Learning are launching what is thought to be the world’s first online professional course in Sustainable Marketing. The course will train marketers how to adapt to the growing consumer and commercial concerns about sustainability, how to avoid the dreaded ‘greenwash’ and lead their brands to …

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Dole – too little too late?

'Ethical Choice' label Dole Bananas Greenwash

By Kath Dewar, GoodSense MD, 29th May 2013

This morning, on TV1s Breakfast, I was asked what advice I’d give Dole if they Ethical Choice cartoon Alister Kitchen Aug 2012 Finalcalled GoodSense for marketing help. I thought the answer demanded a little more space than live television permits so will attempt to do more justice to it here.

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Claims seen as greenwashing

Green marketing Greenwash

May 2013, Chartered Institute Magazine “Social responsibility claims, by businesses amount to little more than posturing to gain competitive advantage ,” was the motion at CIM- sponsored debate at the House of Commons in January. Proposed by Unilever chief marketing officer Keith Weed and formed IPA director-general and now 23red strategic advisor Hamish Pringle, the …

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Dole risk-warning a flag for all marketers

'Ethical Choice' label Advertising Standards Authority Dole Bananas Greenwash

1st August 2012

An investigation by the New Zealand Commerce Commission has led to Dole being issued with a compliance notice that they may be in breach of the Fair Trading Act on three separate counts relating to the company’s ‘Ethical Choice’ marketing scheme. Only the courts can decide if there has actually been a breach of the Fair Trading Act, with convicted companies liable for fines up to $200,000 and individuals up to $60,000.

The advice to Dole included:
Leaflet cover

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ASA rules foul on ‘eco-friendly’

Advertising Standards Authority Green marketing Greenwash Social and Environmental ethics

The Feb 2012 ASA decision against CRC clarifies ‘environmentally friendly’ can only be used in NZ relating to whole of life-cycle – product and packaging. CRC’s promotion of ADOS Greenstik glues was found in breach of the Advertising Standards code because it contravenes Basic Principle 1, that generalised claims can only be made in relation …

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Green marketing or greenwash?

Green marketing Greenwash Shell Oil

What are Shell Oil trying to achieve in this sponsorship of the zero-waste rubbish sorting bins at WOMAD NZ 2011.

I sponsoring the festival ok but does this step over the line into green-wash – trying to appear more sustainable than they are?
Shell sponsor Zero waste at Womad

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