So a recent corporate survey says that most U.S. retailers are going green. Great news right? On the surface yes, until you find out the main reasons why: image to consumers, image to shareholders, and tax incentives. Should we as consumers be content that its happening regardless of the reasons why? Does this really improve our brand perceptions of a given company? I call it the latest example of greenwashing. (For more examples of greenwashing, visit CorpWatch and their BiMonthly GreenWashAwards).
How about implementing environmental friendly practices simply because “its the right thing to do”? Over time we will all reap a more sustainable economy, climate, and culture. Not to mention, that many companies do find a range of relatively short-term gains from the process. I continue to be amazed how far “green and sustainability” practices are being rationalized and co-opted by less than sincere motivations. All I can say is buyer beware!
What is the responsibility of brand agencies, marketers, and consultants to hold their clients accountable? There is nothing worse than telling the right story for the wrong reasons. Eventually, if not immediately, your audience will discern the difference, and punish you for betraying them.
From Sustainable Business News
Oct. 2, 2007 — Two out of three leading U.S. retailers say they have implemented environmentally friendly practices and, among the top 100 largest companies, the percentage jumps to 83%, according to a new survey of chief financial officers in the retail sector.
Corporate image was the main motivator for going green (54% of CFOs cited “image among consumers” and 13% cited “image among shareholders”). Just 15% of respondents said tax breaks or tax incentives were the greatest motivator.
“Retailers are focused on the importance of implementing environmentally friendly and energy efficient business strategies,” says Catherine Fox-Simpson, a partner at BDO Seidman LLP, which conducted the study. “These businesses reap a two-fold benefit from pursuing green practices — consumer appeal and substantial tax breaks.”
Nearly half (44%) of those surveyed say they have upped their investment in green practices during the past two years. Sixty-two percent of the “top 100” have increased their green investments over the same period.
