How can the Internet and social media be used to enhance green brand identity? The Internet is a great tool because it’s so immediate and can motivate us in a way that print cannot. And as consumers worldwide begin to expect and demand green practices from their favorite brands, social media will play an increasingly larger role. Bloggers already keep tabs on household brands to make sure they are providing what they say they will and alerting consumers when they do not. In the sustainable community, green washing is a big concern so having a truly green brand identity is going to be an important way for brands to distinguish themselves.
With a growing number of companies that try to position themselves as “green companies” what would be the best way to differentiate their brand?
Show me, the consumer, what you, as a green company, is doing that directly effects positive change and makes it easier for me to do my part in creating a sustainable environment. A key to successfully positioning a green brand is to be the brand that’s not only doing good and using sustainable business practices, but helps consumers take an active part while still offering value at a price they can afford.
A great example of this is Method, a company that makes it fun to clean with biodegradable products while being in the same price point as toxic products. Method has been hugely successful while at the same time, has changed what big cleaning brands (who before Method, would never have considered green) are now doing. One such example is Clorox—a brand that made its reputation on toxic bleach products—launched GreenWorks, a line of “eco friendly” cleaning products about a year ago. Because of its power brand status GreenWorks has already captured 42% of the natural cleaning industry—something that would be impossible to achieve if they were a new company.
What’s the best strategy to avoid greenwashing accusations?
Make your business operations transparent to consumers so they can see what you are doing that is “green.” Many people have a negative impression of public relations but if done properly it can be a great tool to spread your green message. For instance, getting on the calendar of a sustainable publication and talking about what your company is doing to help reduce its carbon footprint will go a long way to show that you “walk the walk” and not just “talk the talk.”
What do you think about big companies, like Frito Lay, that try to adopt successful green images, such as “local”? Can it work for them? Is it worthwhile to get into it at all?
Eat local is a movement that has taken hold in recent years. It’s not only about eating what grows in your area and supporting your local farmers but about reducing a company’s carbon footprint. It’s something that energy conscious consumers are beginning to pay closer attention to and a brand like Frito-Lay can have a large impact there. So to answer your question, I think it’s a very good idea. And economically, it makes sense since lower energy costs benefit the company’s bottom line and keep costs to consumers from going up.
What do you think about the efforts to make Philadelphia the greenest city in the U.S. by 2015? Do you have any branding advice to Mayor Nutter?
I’ve been a member of the Philadelphia Sustainable Business Network (SBN) for five years so I’m happy to see Philadelphia take such an active and positive role in the sustainable movement. I credit people like Leanne Krueger-Braneky, the executive director of SBN a key person in “green,” in being a motivator in forwarding a green platform in this city.
I believe that Philadelphia is positioned to be a leader in how aging eastern cities can transform themselves into profitable centers of green jobs and green initiatives. It’s an exciting time to be a Philadelphian. The one piece of advice I would offer Mayor Nutter is to be clear and consistent in his green messages. Don’t assume that Philadelphians know that what you are doing. From a branding perspective, this is critical. I would advise him to focus on 2-3 key messages such as: how is green helping me—a resident of Philadelphia—live better, work smarter, be part of a proud legacy, etc.
These are the kinds of messages that we as citizens need to hear. People don’t respond well to scare tactics. We want to do good but not if it’s going to be cost-prohibitive or impossible to carry out. Most people are happy to recycle but until a comprehensive recycling program was put into place, how many people drove to a recycling center every week?
Do you think the recession is good or bad for green branding?
I think the recession is one of the best things that could have happened for green branding. With every company looking to cut costs and consumers scrambling to keep energy bills manageable, green is emerging as a way to live that is not only responsible from a global standpoint but helps us live more economically. I believe that within a short period of time, green will no longer be a catchphrase, but simply the way every company operates and the way our children will view the world.
Thanks Orly!
To read more about Orly Zeewy: http://www.zeewy.com/
