A greener approach to marketing
As the development of green initiatives gathers momentum, businesses can easily fall prey to ‘green washing’. Marketing faces a particular challenge to ensure that claims of sustainability and recycling do not mislead and that all claims made are legitimate.
A recent report published by the Advertising Standards Authority (ASA) entitled, ‘Environmental Claims in Advertising: Is Green a Grey Area?’* recognises the importance of avoiding ‘greenwash’ and the use of truthful green marketing messages to maintain consumer trust.
glow is keen to reduce its own carbon footprint by adopting a realistic and effective approach to green marketing. In our view, green need not be a grey area. We realise that, as a company, we cannot go totally green overnight but we do believe, by taking small steps now, we will make a real long term difference.
One of our first steps to becoming a greener company has been to introduce a new division called “The Green Corner”. www.inthegreencorner.com championed by Debbie Barker, Creative Director.
With a projected launch date of September 08, The Green Corner will provide a cornerstone of tangible products and services that adhere to green principles and values. Our clients will have access to The Green Corner and will be free to opt for any or all of its wares. These will range from waterless printing techniques, using vegetable based inks and recycled papers, through
e alerts and e newsletters to paperless billing and online sales.
Part of our own green initiative is to provide freedom of choice. We will be offering green solutions where we think they will be best suited but the client will always have the right to choose.
The Green Corner’s aim is to become a preferred supplier to companies who already share a green vision and values and to exceed their expectations wherever it can.
Footnote: Here at glow we are steadily implementing greener ways of working from switching off light bulbs (energy saving ones of course) and recycling our waste paper to sourcing environmentally friendly products and materials for ourselves and our clients.
* http://www.asa.org.uk/asa/news/news/2008/ASA+Environment+Seminar+Report.htm
posted by panther at
1:48 PM
1 Comments:
The introduction of glow's 'green corner' highlights the positive steps that many companies are taking to ensure that they are doing all they can to minimise the impact their industries have on the environment.
Glow itself is a successful SME, but the larger, international corporations, such as Vodafone, McDonalds etc, are also implementing these kinds of initiatives, showing that 'green-washing' is becoming a thing of the past and that companies really are acting on their promises.
CO2 emissions have been the hot topic for what seems like years and will continue to be, until they are reduced.
As a result, companies are now considering their CO2 emissions and realising that a great deal of these, particularly for the larger organisations, come from their employees being 'on-the-road' and having to travel to various locations for meetings.
One solution to unnecessary CO2 emissions is for staff to stay in the office and to use web-based conference facilities and conference calls. Today's technology means that this is now far more effective than it once was and it is not just the environment that benefits; the company will be paying less petrol for business miles etc.
I think glow are setting a superb example to other SMEs who may not believe that they have a significant impact on the environment due to their size.
All I can say is.....Go Glow!!!
August 7, 2008 1:51 PM
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