Greenwashing Is All About the Greenbacks

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Brandweek examines some of the latest corporate greenwashing efforts. A recently released study by Landor Associates, part of the WPP, found that "fifty-eight percent of the general population" are "self-proclaimed "Non-Green' individuals [who] do not care about environmentally friendly practices, including recycling, corporate social responsibility, or natural and/or organic ingredients. ... [T]wenty-five percent of the respondents consider themselves 'Green Interested,' meaning that while this group is concerned about the environment, it is not active in its defense. The remaining seventeen percent surveyed are, in fact, 'Green Motivated,' meaning that they feel it's very important for a company to be Green." Brandweek observes "the noise in the green marketing space has grown louder in recent months" with " Dow Chemical's 'Human Element' campaign ... Shell Oil launched a $30 million marketing campaign in June ... General Electric continues to build on its 'Ecomagination' effort... In June a public/private partnership titled EcoZone was launched, created by EcoMedia, a New York-based media company. Such companies as DaimlerChrysler, Alcoa and AbTech ... pay up to $5,000 per sign to put their logos on billboards carrying environmental messages ... 'Green is green as in the color of money,' said Judy Hu ... at General Electric. 'It is about a business opportunity, and we believe we can increase our revenue behind these Ecomagination products and services.' "