Carbon Down

Many companies make the claim that their products or services are 'environmentally friendly', 'natural' or 'green' but these vague claims don't really tell you that much and they can be difficult to believe.

So how can a business with genuine sustainable products and services ensure that they market their goods in such a way to ensure they are both received well and accepted as the truth by the market?

Here lies the difference between green marketing and green washing.

Green washing refers to misleading claims about the green, eco, sustainable, carbon neutral and/or planet friendly status of a product, service or business. The claim may be purposeful or unintentional, but either way, cannot be backed up with genuine evidence.

Green marketing however, is the authentic communications of a genuine sustainable product, service or business and here are a few tips to ensure your business is on the right track.

1. Be transparent and specific; ensure that you provide as much information as you can with your claim. That will help the consumer see that you have done the leg work.
2. Show your progress; the easiest way to do this is online or in your everyday communications with your clients and customers. The more you show that your environmental journey is being worked on and is evolving, the more you show intent to do the right thing.
3. Don't be afraid to communicate your struggles and failures; although these may not be front and centre of your communications, telling your audience that you have gone through trials and tribulations of success and failure gives you more credibility.
4. Make your targets clear; by showing that your business has sustainable targets it shows motivation to reach and improve your environmentally friendly status.

However, not all businesses play by the rules. There have been many cases where businesses have been prosecuted for
making non‐genuine claims. Because of this, green claims are now covered by the Trade Practices Act 1974.

The code of practice, the Environmental Claims in Advertising and Marketing Code serves two main purposes. The first
is to ensure advertisers maintain standards when making environmental claims, and secondly to reinstate and increase
consumer confidence in environmental claims.

The Australian Competition and Consumer Commission (ACCC) have released a guide to help businesses understand the
Act, but if your business's claims are genuine, accurate, substantiated and specific - market your achievements as much
as possible!

For further information on the ACCC guide see www.accc.gov.au.

To start or further your business's sustainable journey visit www.growmethemoney.com.au.