GREENWASH

Dole – too little too late?

GREENWASH SOCIAL AND ENVIRONMENTAL ETHICS

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

ADVERTISING 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 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

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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