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How greenwashing became big business

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How greenwash became big business
Kath Dewar, quoted by Stuff:
 “Look for the businesses who are investing in proper Fair Trade and organic certifications, programmes that cost money for a good reason. There are companies that make fluffy self claims about being fair trade, so look for the gold standard certifications.” 
Read more from our interview with The Spinoff, 10 May 2018

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Kiwi consumers are voting with our wallets

ADVERTISING ETHICAL MARKETING GOODSENSE NEWS GREEN MARKETING GREENWASH MARKETING EFFECTIVENESS SOCIAL AND ENVIRONMENTAL ETHICS SUSTAINABILITY

Kiwi consumers are voting green with our wallets
Kath Dewar, quoted by Stuff:
“The smart ones business leaders realise investments that reduce the cost of operations, and create a good story to tell, will be the businesses that survive in the future.”
Read more from our interview with Stuff, October 6 2017

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Opinion: Genesis Flybuys an ethical fail

ADVERTISING ETHICAL MARKETING SOCIAL AND ENVIRONMENTAL ETHICS SUSTAINABILITY

With over half their power generated from burning coal and gas, Genesis Energy’s new Fly Buys promotion is literally rewarding customers to accelerate climate change.  The more power Genesis customers use, the more Fly Buys points they earn. The redemption rate is quite low, at 1 point for each $50 spent on power, but it’s …

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Plastic collectibles

ADVERTISING GOODSENSE NEWS GREEN MARKETING MARKETING EFFECTIVENESS MESSAGING SOCIAL AND ENVIRONMENTAL ETHICS SUSTAINABILITY

Advertising to children turns a corner.

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Are pester power collectibles crossing the line?

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Image of child with New World Little Shop Collectibles

The resurgence of plastic collectables from supermarkets and other retailers is prompting further parental concern and raising issues about the ethics of ‘pester power’ – marketing through children. Dominion Post reporter, Jessy Edwards, interviewed GoodSense MD Kath Dewar in August 2015 for this piece on the latest wave of schemes and the issues they raise. …

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Make your marketing sing – Project NZ 2015

ADVERTISING CONSUMER TRENDS IN SUSTAINABILITY GREEN MARKETING GREENWASH MARKETING EFFECTIVENESS MESSAGING

GoodSense marketing workshop Project NZ 2015

Make your sustainability story sing with GoodSense advice

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Native Advertising

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What is ‘native’?

A new form of promotion has emerged in the last year or so, called Native Advertising. It is a way for brands to sponsor the creation of an editorial section of a website, newspaper or magazine. The brand gets associated with the content theme of the section, the editor gets to retain editorial freedom over content and the publisher gets a new revenue stream.

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Dole risk-warning a flag for all marketers

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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 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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