The Green Book - a directory of green businesses
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G received some coverage in the Sydney Morning Herald yesterday. Paul McIntyre gave the new Green Book - the directory of green businesses we produced with the Green Directory - a write up and took the opportunity to discuss greenwashing and the danger for businesses who stick their neck out with green claims.
Here's the article: Steps on the green scale
It's a good article. McIntyre has gone beyond the obvious promo of a new product and discussed the problems of environmental consumers in more depth.
Kylie, our CEO, alludes to the phenomenon that has been described as "green muting". It's when companies don't talk about their valid green credentials for fear of reprisals.
The environment movement can be a harsh place. And rightly so.
There are plenty of people trying to make out that they are all warm and fuzzy and saving the planet when they are doing nothing of the sort.
The V8 racing cars are a point in case. Since when is V8 racing green? Since they planted a bunch of trees and declared themselves carbon neutral.
The consumer watchdog, the ACCC has adjudged that in 80 years time, when the trees are fully grown, this year's racing might be considered carbon neutral. But until then, it's just a made-up claim.
But this kind of ACCC victory can potentially frighten other, more genuine companies into keeping schtum about their green qualities.
It's difficult terrain, to be sure. Is it better for companies to be out and proud about their environmental achievements - however small, or wait until they are sure they have got it right?
- Sara Phillips
Comments
Very interesting.
There's some very scary and debatable claims being made by a number of corporates.
In my position as a media analyst I'm very careful as to who and what I associate with.
I recently went to a climate change summit and would you believe that one of the PR's speaking was the former PR for Firepower! Enough said, just the mention of that firm. What corporates sometimes fail to realise is that it's a very small world and that the general public (and journalists and the like) are not as stupid as they might believe us to be.
I know I'm doing my bit... as someone who had owned a number of sports cars over the years, I sold all over them and I walk, catch the occasional taxi, and I'm lucky if I catch four interstate planes a year, and when I do it's with Virgin Blue (who have the carbon offset programme in place). Look, aviation (and other forms of transport such as the automotive and shipping sector) are in what's known as a "dirty" business. Some companies and individuals are doing something about it, some aren't.
In my almost decade in and around the media and environmental sector I've found that often if a company or individual is making too many green claims, look more closely.
It's going to take an effort from all of us to make a real difference. What I like about Greenfest and News Limited is that they realise this and are being non elitist and including everyone. The power of media, which billions of people follow can not be disputed, nor the power of live events attracting thousands of people, in the right mindset to make a positive change. Motion pictures and documentaries, be it Whaledreamers or Baz's Australia the movie, also help open our eyes and minds, and amplifying what a largely beautiful planet we live on. Green groups such as Greenpeace, Sea Shepherd and Changing Colours Movement also have their place. Fortunately, awareness is at an all time high, however what we really need is more positive actions. I hope that there really is enough political will both in Australia and abroad to win the race against climate change. Too many respected scientists are saying that man man climate change is real for it to me a hoax. Dr Jane Goodall (naturist and who can speak ape to some degree)... nutter or genius? ... I think we know the answer. Can't wait for Dr Jane's presentation at Greenfest in Brisbane. Us more mortals have a lot to learn from Mother Nature. Humans are just one of the species who inhabit Earth, and we should do our utmost not to damage it for others.
PS: watch out for floating water bottles (another sector making claims that doesn't quite add up).
PS: if humans can communicate with dogs it stands to reason that indigenous persons, called a whale whisperer, or not, can communicate with intelligent creatures such as whales and dolphins.
Greg Tingle
Bondi Beach, Sydney, Australia
I think that underlying motives for being green are a large part of the problem.
Many companies will attempt to reduce their impact because a) they want to reduce their impact from a philosophical point, or b) they want to reduce costs to the business - or both. These types of efforts should be encouraged and rewarded. Honest mistakes should be rectified, but not punished.
The big problem I see is that being green is now seen as fashionable and a money spinner - a marketing angle and good PR. In this scenario, whether claims are true or not, whether they actually reduce the company's impact or not is of low consequence. All that matters is that the company gets some good PR and makes some cash out of that lucrative 'green dollar market'.
I think this sort of greenwashing really does need to be stamped out fast and early. But equally, those companies that are genuinely making positive changes need to be applauded just (if not more) loudly.
Show the greenwashers that the best way to get good PR is by being genuine - not by peddling misinformation.