NEWSLETTER SUBSCRIBE
Pleae enter your email address to subscribe to our newsletter
:
 
    Latest newsletter

   BENCHMARK CALCULATOR
Would you like to see how your property is performing compared to Irish and international benchmarks? Do you know what are the potential savings that could be achieved?

Find out here

   GENERAL EVENTS
2015 GHP Responsible Travel & Tourism Conference
Thursday, 15th October 2015 - The Marker Hotel, Dublin
read more ...
Resource Efficiency and Eco-certification Training Courses
Locations/dates TBC
read more ...
Upskilling - 1 day course - Certified Members
We will run a course where demand is indicated
read more ...
    Read all  |  Archive
Sustainability and the Need for Ambidextrous Marketing

Source: www.sustainablelifemedia.com

Companies that promote aggressive sustainability claims risk greenwashing accusations. But being too quiet about sustainability achievements leads to missed growth opportunities. Market leading companies have found a way to avoid both greenwashing accusations and lost sales opportunities. Their solution? Ambidextrous marketing. Here's how. By Eric Lowitt

In the fall of 2008 Lexus ran a set of snazzy print ads for the Lexus RX400h positioning their hybrid SUV as being "Perfect for today's environment. (And tomorrow's). ... Driving the world's first luxury hybrid SUV makes environmental, and economic, sense… ."After receiving several complaints about the ad's green claims, Britain's Advertising Standards Authority (ASA) banned the ads. Similar claims have led the Federal Trade Commission (FTC) to ban ads in the US. For example, in June 2009 the FTC filed suit against Kmart, among others, for making "false and unsubstantiated claims that their products were biodegradable."

Greenwashing and similar claims of misleading advertising have occurred for years. Many companies have told us that they are purposely conservative with their green marketing messages, in large part to avoid greenwashing accusations. But silence isn't the answer, either. After all, external marketing campaigns serve as a source of company approved messages for sales executives.

Here's an example to illustrate this point. An organization held an off-site with the salesforce dedicated to one of their key accounts. They invited executives from the key account to present ways the company could increase sales through the account. Nestled among the usual suspects like "lower prices" was "prove that you are a sustainability leader."

The company was surprised, not because they doubted green features were helpful to sales; rather because they received frequent recognition for their progressive actions. This key account's advice suggested that the company was not effectively communicating its sustainability leadership position throughout the company's organization in a way that resonated with its salesforce.

Knowing that the global community actively watches their advertising to detect signs of greenwash, especially promotions targeting the individual consumer market, this company has adopted a conservative approach to marketing. The feedback suggested the company needed to find a way to preserve their external modesty while ramping up the sustainability dialogue internally. The company has since developed green marketing engagement strategies for each of its key accounts.

This story should serve as a wake-up call for all companies that serve both individual and institutional customers and are addressing sustainability. Your company might be sacrificing growth opportunities in the institutional market for the sake of limiting the risk of greenwash accusation. So how can companies simultaneously be 'quiet on the outside, and loud on the inside'? By taking these five steps:

  • Ensure the latest events in the greenwash arena inform the design, launch, and execution of your green marketing campaign. One approach is to develop and maintain a database of greenwash infractions, as noted by the FTC and/or the ASA. Then add a 'checkbox' step to the campaign design process that must be met before a proposed new campaign receives approval and funding.

  • Vet advertising campaigns with internal and external observers before launch. Since the FTC doesn't prescreen ads for greenwashing claims, companies should consider forming an internal marketing governance committee and leverage their NGO partnerships to cast a skeptical eye towards new campaigns.

  • Prime consumers to connect with your green campaign. Companies are employing one or more of the following three approaches to achieve this. Some are communicating their green qualities through visible clues, such as minimal packaging. Others are working with their industry peers to develop standard eco labels. And various companies are connecting with green product devotees through social media.

  • Step up efforts to communicate green selling points to your salesforce. Companies in industries as diverse as financial services and high tech are holding teach-ins, seminars, and other events to raise their sales teams' knowledge of their company's green efforts. They're supporting these efforts by producing sales collateral that explains their green messages in terms that are meaningful, not ethereal, to their salesforce.

  • Develop targeted key account environmental sustainability marketing messages that clearly map your green efforts to your key accounts' green focal points. More and more companies are mapping out each of their key account's green efforts to develop specific engagement strategies.

In today's growth constrained economy, every advantage should be used to attract and retain accounts. Now is the time to enable your sustainability strategy to be a growth strategy.

 


 






   LOGIN TO MEMBERS SECTION
:
:
 
Forgot password?  

   NEWS
Sandymount Hotel wins a 2015 Pakman Award
read more ...
Wholesale gas prices decline 13% in a year
read more ...
Green roofs will become mandatory for commercial buildings
read more ...
Marriott International making big gains in corporate responsibility
read more ...
IHI Environmental Manager of the Year 2015
Apply Now - closing date - Monday 19th October
read more ...
Ibec Environment Awards 2015/16 *call for entries*
read more ...
UK AA Hospitality Awards 2015-2016 - Eco Hotel and Group
read more ...
How going green helps companies make money
read more ...
Ibec Environment Awards 2015/2016
read more ...
read more ...
Beware False Gifts......Further Update
The light bulb con - have you fallen for it?
read more ...
SFA 2016 Awards Announced - €50,000 package for all Finalists
read more ...
2015 REPAK Pakman Awards
Sandymount Hotel - Shortlisted
read more ...
New website for corporate responsibility
read more ...
2015 Chambers Ireland CSR Awards announced
read more ...
Towns clean up their act on litter issue
read more ...
Energy bills could soar as ESB and EirGrid ask for billions
read more ...
Starwood Unveils Water Story: Thinking Beyond Conservation
read more ...
Hotel identified as Legionella outbreak source that kills 12 in New York
read more ...
Sustainability is the Core of an Authentic Hospitality Experience
read more ...
Ecolab Releases 2014 Corporate Sustainability Report
read more ...
Booking.com survey shows trend moving towards sustainable travel
read more ...
Making the world a better place makes business sense
read more ...
Leading restaurateurs use more local food suppliers
read more ...
Energy Management - Refrigerators and Freezers
read more ...
Sustainable travel in the Burren
read more ...
Burren maintains its leading destination status
read more ...
Marriott Vacations Worldwide Releases CSR Report
read more ...
Burren Food Trail wins EDEN Award
read more ...
Blue Flag Beaches Awarded 2015
read more ...
New Mandatory Energy Auditing Scheme for large enterprises - is this you?
read more ...
Maritime Hotels Ocean Restaurant wins Irish Restaurant Award for Eco
read more ...
Taking the great leap forward on climate change
Thought Piece - Eamon Ryan, Green Party - Irish Times
read more ...
Paying the right price for energy
Thought Piece - JOHN FITZGERALD, Irish Times, 19/5/2015
read more ...
EDEN 2015 - Finalists announced
Best Use of Food
read more ...
Irish Country Hotels commit to Buying Local
read more ...
Top Green Hotels in the World Announced
read more ...
Accor marks advances in sustainable development
read more ...
Hotel Doolin wins at Green Awards 2015
read more ...
2015 Supervalu Tidytowns Competition takes off
read more ...
Marriott Announces Water Conservation Results
read more ...
Hotel Association of Canada Survey shows 47% of business travellers see eco-certification as very important
read more ...
TripAdvisor Effect’ Improves Hotels RevPar
read more ...
European Green Leaf Award launched for smaller cities
read more ...
Fáilte Ireland Launches Seventh EDEN Competition with Tourism and Local Gastronomy as This Year’s Theme
read more ...
Sustainable Tourism and CSR Highlights at ITB 2015 Berlin
read more ...
Is it Time to Stop Using Cleaning Chemicals?
read more ...
2015 Chambers Ireland Corporate Social Responsibility Awards were launched on Tuesday 3rd March 2015 in Dublin Castle.
read more ...
Xavier Font on How to Communicate Sustainable Tourism
read more ...
TripAdvisor Green Leaders – Blessing or Curse?
read more ...
GHP talks about Resource Efficiency to Northern Ireland businesses
read more ...
Read all  |  Archive    
 
     
   

 Media Partner