USEFUL LINKS

http://www.bsr.org/reports/Understanding_Preventing_Greenwash.pdf

http://www.referenceforbusiness.com/small/Eq-Inc/Green-Marketing.html

u g W O R LD
g ly m
T H E u sh guide
http://www.greenwashingindex.com

e g r e e n w a
littl
http://www.scribd.com/doc/22087750/Green-Marketing-Legend-Myth-Farce-or-
Prophesy
Being fairly recent transplants to the great city of Portland, our cynical East Coast
http://www.greenmeridian.com/blog/tag/sustainability-index/
ears prick up whenever we hear someone mention the words “GREEN” and “SUSTAINABLE”.
Those words get bandied about on a regular basis here in Portland, where it seems
http://www.bsdglobal.com/markets/green_marketing.asp
everyone is constantly in battle for the prize of über-environmentalist.

http://www.sourcewatch.org/index.php?title=Greenwashing#Case_studies
http://www.tvb.org/pdf/rcentral/Green_Consumer.pdf
http://www.greenamericatoday.org/cabn/resources/greenmarketplace/
http://www.lohas.com/
Don’t get us wrong, all this ecological fervor is a welcome relief to the blasé
pessimism and ignorance of other cities back east. But it did inspired us to wonder
just how much Portlanders really knew about “GREEN” and “SUSTAINABLE” and how they
felt about companies who use these terms in their marketing.
This motivated us to grab our cameras one weekend and head to the streets to film a
little ad hoc opinion survey.

What we found out was very illuminating—but it also confirmed our suspicions.

For more information Of the 30+ people we talked to: Some applied definitions to these words that were as
or to download this fuzzy as a lumberjack’s beard, but most had a grasp on the concepts that were behind
the words and professed to embrace them whenever possible.1 But when they were asked
document in PDF form,
if they thought the terms were being overused, 3/4 of the people agreed. Most added
please go to our that they tended to distrust companies who do use these words in their marketing.
web site at
uglymugworld.com When asked where this distrust comes from, most respondents said it was attributed
to overuse by disreputable companies who co-opted the terms to promote products
with little-to-no environmental or social responsibility. This greenwashing poisons
UGLY MUG WORLD the marketing for companies who truly are responsible and ecologically minded. The
862-202-9338 interviewees also admitted that because of this, the words “GREEN” and “SUSTAINABLE”
fax: (888) 226-0675 no longer had the integrity they once had and are now basically meaningless in the
info@uglymugworld.com context of a marketing lexicon.
twitter: uglymugagency The conclusions we found with our “Man on the Street” interviews lend us to further
research. We’re sure you’re aware of some of the issues that were brought up such as
the power of greenwashing and its extent; which goes hand in hand with the overuse
of the color green as camouflage for harmful products.

Please allow us to submit this handy guide in which we list some of Green Marketing’s
problems as well as possible solutions around them for your consideration. Plus, we’d
like to thank AIGA Portland for the chance to present our little movie and the results
of this research to you.
8 1
 JIMBO NEEDS AN EDUCATION SUMMARY
As a designer, marketer, or advertiser, we’re sure you know how hard it So your job as a designer or marketer is
is to come up with an effective promotional campaign or brand identity. not only to educate your client but to also
design with the following in mind:
It’s even harder when your client, who makes a great environmentally
• DON’T use language that is fuzzy,
friendly product or service, wants to use words or images in the unclear overused or too “buzz-wordy”
messaging that has negative connotations they don’t even realize. (i.e. GREEN, SUSTAINABLE, ECO-, EARTH-,
etc.)
Let’s say your client, who we’ll call “Jimbo,” just walked into your
office with a big idea for a campaign. Jimbo is holding a crayon drawing • DON’T use child-like imagery, flowers
of flowers, trees, and his product. The drawing was made by his three year and trees in hack, simple minded ways
old daughter and Jimbo is hellbent on using it with a headline that states that consumers will see as phony or
“Jimbo’s Green Gizmo’s, the best eco-friendly sustainable Gizmo’s Going!” pandering.
• DO concentrate on product: price, SUCCESS WITHOUT GREEN:
So what do you do? unique brand DNA, quality, convenience, For a good example of Brand DNA,
availability, smell and texture (when quality over price, and availabil-
First, patiently sit Jimbo down and, in a calm voice educate him on the
applicable.) ity leading to a winning marketing
current state of green marketing. Tell them that he needs to steer clear campaign, look at Dr. Bonner’s Soap.
of communications that utilize buzz words which have been co-opted and • DO promote the environmentally positive
Here’s a company that, over the years,
destroyed by greenwashing. qualities of the product or service:
has managed to sell liquid soap at
healthfulness, impact, etc.
a premium because of its uniqueness
Make a client aware that most consumers react either negatively • DO push your client to be more (That’s crazy non-designed packag-
or are unresponsive to the words: GREEN, SUSTAINABLE, or words transparent and open to increased ing!), and its openness about its
that begin with ECO- and EARTH-. consumer education and keep women in positive qualities.
mind.
Consumers are also becoming inured to images of trees, flowers,
and child-like drawings when used in the context of brand Although not discussed here, designers They aren’t afraid to talk about what
should also: goes into their products. They also
communications2 openly talk how much their greenwash-
• DO offer your client ways to decrease ing competitors have co-opted the
After you tell this to your client, Jimbo will either: A) Be offended by wasteful packaging or alternatives very words that Dr. Bonner’s is proud
your audacity at suggesting his daughter’s work isn’t on par with a Milt to the packaging standards (e.g. less to apply to their product line like
Glaser drawing and then he’ll charge out of your office, or B) Jimbo will plastic) “organic” and “natural.”
feel a bit weak in the knees from seeing his grand ideas of eco-champion • DO create campaigns that use a minimum
go up in smoke, and then he’ll come to his senses. of waste and a maximum of exposure But Dr. Bonner’s smartly counters this
(e.g. no printing when the campaign can green washing by showing these compet-
But not to worry, take Jimbo for a nice cup of java. Then put his fears
be just as effective using electronic itor uses as the hollow market-driven
to rest by telling him it’s OK, you have some solutions that will help media.) flim flam it is by providing info on
his company retain its environmental branding. Plus if he listens closely the topic in its communications on the
he could possibly also increase his customer base and loyalty in other We hope this short little paper has been of
web and elsewhere.
areas that he hasn’t even thought of. some help and here’s to all of us making
the world last just a little longer.
2 7
 Although female consumers still consider price to be one of the YOU’RE NOT OUT-GREENING ANYONE
leading motivators in a purchase, they are also a consumer that has a
higher allegiance to a brand once they commit to it. Unfortunately the success of greenwashing
has really impacted the ability for a
According to women’s marketing blog, She-conomy.com, nearly 50% of truly good and healthy product to stand
women say they want more green choices and 37% are more likely to pay out from its competitors.
attention to brands committed to environmental causes. Furthermore, 25%
of all products in a woman’s shopping cart nowadays are environmentally Instead of playing the never ending game
of trying to out green competitors (some
friendly.
of which will have much deeper pockets
Obviously this adds up to a potentially strong customer base with than your client) your client might more
many positive qualities that any product would would love to attract. effectively distinguish themselves by
Women’s sensibilities should weigh heavily into the approach of any concentrating on the other aspects of
environmental campaign, identity, or packaging design. But keep in mind the product; price, unique brand DNA,
that woman are not to be taken lightly for they too are part of the more quality, convenience, availability, smell
leery, and more educated environmental consumer base. and texture (when applicable.)
In terms of price, most consumers, while
JIMBO WIPE AWAY YOUR TEARS
professing to be concerned about the
When we last looked, you were sitting at a table in a coffee house environmental properties of a product,
talking campaign options with your client Jimbo, who was mildly sulking
still use price as the major deciding
over a latte while drying his tears with the corners of his child’s factor in a purchase. The ability to push
drawing. a consumer into a higher priced purchase
is dependent on the brand’s identity to
Given what we have written here, you should have brainstormed a
make quality its leading attribute.
fairly reasonable course of action to solve Jimbo’s dilemma. Marketing
his Gizmos while avoiding any tactics that would seem false or have When we mention unique brand DNA we are
detracting connotations in their message may seem a hard nut to crack talking about what it is that makes a
but we think you can do it.
company different. What is their story?
How did they start and why? Is their
The hard part is convincing Jimbo that he too needs to make changes
product made in a different way? In these
also in order to insure his Gizmo’s success. That, and you also have
stories lay the possible foundations
to help him explain to his daughter that her art won’t be winning any
for a great marketing campaign that can
convey not only unique identity but also
1 Except when price was a barrier. honesty to the consumer.
2 The Greenwashingindex.com
3 http://edis.ifas.ufl.edu/fe732 Quality is judged on many features,
4 http://she-conomy.com/report/facts-on-women/ including performance, look, feel, fit,
5 http://www.greenamericatoday.org/cabn/resources/greenmarketplace/ comfort, and durability. To motivate the
6 http://blog.taigacompany.com/blog/sustainability-business-life-
environment/0/0/green-consumer-behavior-driving-change
consumer to value Quality is an essential
6 3
GREEN:
The hue of that portion of the vis-
ible spectrum lying between yellow
and blue, evoked in the human ob-
server by radiant energy with wave-
lengths of approximately 490 to 570
nanometers; any of a group of colors
that may vary in lightness and satu-
ration and whose hue is that of the
emerald or somewhat less yellow than
that of growing grass; one of the
additive or light primaries; one of
the psychological primary hues.
2. Something green in color.
3. greens Green growth or foliage,
especially:
a : The branches and leaves of
plants used for decoration.
b : Leafy plants or plant parts
eaten as vegetables.
4. A grassy lawn or plot, espe-
cially:
a : A grassy area located usually
at the center of a city or town and
set aside for common use; a common.
b : Sports A putting green.
5. Slang Money.
6. Green A supporter of a social and
political movement that espouses
global environmental protection,
bioregionalism, social responsibil-
ity, and nonviolence.
sus·tain·able:
1. capable of being sustained
2 a : of, relating to, or being a
method of harvesting or using a
resource so that the resource is
not depleted or permanently damaged
<sustainable techniques> <sustain-
able agriculture> b : of or relating
to a lifestyle involving the use of
sustainable methods <sustainable
society>
 THE ENVIROCONSUMER: in any marketing plan. Another major point in Quality is Honesty.
THE WORDS “63 million adults in the US are
If a company wants to overcome the distrust instilled into consumers
GREEN & SUSTAINABLE considered ecologically minded con-
ARE DEAD WHEN... sumers. They are attracted to prod- by greenwashing, a company needs to develop a broad and holistic
ucts and services focused on health corporate policy unafraid of consumer scrutiny.
and the environment, and are more
1) ...the company likely than the general population
to buy a product from a company To get the consumers to value Quality over price the dream goal of any
responsible for with values like their own.”5 company with the big payout of customer loyalty: repeat business. The
countless oil spills
is voted “GREEN” “This current demographic (25-54) only way to get there is with a long term strategy which involves the
COMPANY OF THE YEAR. represents the first green gen- holistic company transparency and consumer education campaigns.
eration, and they have a growing
appetite for alternative products.
According to the 2009 Cone Consumer
Convenience and availability also play largely into the purchasing
2) ...the world’s Environmental Survey, 34 percent of decision of a consumer. A company should make it mandatory that they
largest manufacturer American consumers indicate they mention these factors as well as the quality of their products in
of the single most are more likely to buy environmen-
tally responsible products today, every communication they put forth.
polluting product on
and another 44 percent indicate
the planet, CARS, their environmental shopping habits
claims they’re GREEN. have not changed as a result of the
BUYERS GET WISE
economy.
3) ...a fossil fuel is
Even though the extent of greenwashing is growing the distrust that
declared GREEN. However, many believe that the consumers feel towards environmental claims, it hasn’t hampered demand
Millennial generation (ages 13-29)
is the demographic which will bring for products. The demand for environmentally friendly and organic
a step change in eco-awareness products is continuing to grow at an annual rate of 20%.3
and lead real change. A recent
Generate Insight Report, finds that This greenwashing distrust is also having a unintended effect on
despite progressive eco awareness
and positive support for being consumers who seek out such products: they are becoming wiser to the
environmentally conscious, today’s tricks and frauds of greenwashing. Plus they are being more careful to
younger generation is not taking
4) ...burning wood consumer action. read packaging and make buying decisions.
pellets and spewing
CO2 emissions for The survey revealed 76 percent This is positive news for companies who sell truly organic and healthy
of consumers (13-29) feel it’s
your weekend party very important for brands to get products and/or services. It means that creating positive perceptions
is considered GREEN involved in the green movement. of a brand on ecological features such as environmental impact
and SUSTAINABLE However, 71 percent of teens (ages
13-17) said they would choose the
and healthfulness became just a touch easier. We say just a touch
less expensive product over a more because it still means a company must institute a long campaign of
expensive one that “gave back” transparency and consumer education. But still, a small victory none
5) ...the company currently to the environment. In addition,
destroying the world’s teen cited “Proof” (24 percent) the less.
oceans has been using and “Ease of use” (12 percent) as
additional decision criteria to
GREEN and SUSTAINABLE
cost.” 6
WOMEN LEAD THE WAY
in their ad campaigns
for years. Women have a large influence (between 85% - 90%) in the purchase of
environmental products. This is not a surprising revelation given the
80% of sway women also exert in other household buying decisions.3
4 5
 THE ENVIROCONSUMER: in any marketing plan. Another major point in Quality is Honesty.
THE WORDS “63 million adults in the US are
If a company wants to overcome the distrust instilled into consumers
GREEN & SUSTAINABLE considered ecologically minded con-
ARE DEAD WHEN... sumers. They are attracted to prod- by greenwashing, a company needs to develop a broad and holistic
ucts and services focused on health corporate policy unafraid of consumer scrutiny.
and the environment, and are more
1) ...the company likely than the general population
to buy a product from a company To get the consumers to value Quality over price the dream goal of any
responsible for with values like their own.”5 company with the big payout of customer loyalty: repeat business. The
countless oil spills
is voted “GREEN” “This current demographic (25-54) only way to get there is with a long term strategy which involves the
COMPANY OF THE YEAR. represents the first green gen- holistic company transparency and consumer education campaigns.
eration, and they have a growing
appetite for alternative products.
According to the 2009 Cone Consumer
Convenience and availability also play largely into the purchasing
2) ...the world’s Environmental Survey, 34 percent of decision of a consumer. A company should make it mandatory that they
largest manufacturer American consumers indicate they mention these factors as well as the quality of their products in
of the single most are more likely to buy environmen-
tally responsible products today, every communication they put forth.
polluting product on
and another 44 percent indicate
the planet, CARS, their environmental shopping habits
claims they’re GREEN. have not changed as a result of the
BUYERS GET WISE
economy.
3) ...a fossil fuel is
Even though the extent of greenwashing is growing the distrust that
declared GREEN. However, many believe that the consumers feel towards environmental claims, it hasn’t hampered demand
Millennial generation (ages 13-29)
is the demographic which will bring for products. The demand for environmentally friendly and organic
a step change in eco-awareness products is continuing to grow at an annual rate of 20%.3
and lead real change. A recent
Generate Insight Report, finds that This greenwashing distrust is also having a unintended effect on
despite progressive eco awareness
and positive support for being consumers who seek out such products: they are becoming wiser to the
environmentally conscious, today’s tricks and frauds of greenwashing. Plus they are being more careful to
younger generation is not taking
4) ...burning wood consumer action. read packaging and make buying decisions.
pellets and spewing
CO2 emissions for The survey revealed 76 percent This is positive news for companies who sell truly organic and healthy
of consumers (13-29) feel it’s
your weekend party very important for brands to get products and/or services. It means that creating positive perceptions
is considered GREEN involved in the green movement. of a brand on ecological features such as environmental impact
and SUSTAINABLE However, 71 percent of teens (ages
13-17) said they would choose the
and healthfulness became just a touch easier. We say just a touch
less expensive product over a more because it still means a company must institute a long campaign of
expensive one that “gave back” transparency and consumer education. But still, a small victory none
5) ...the company currently to the environment. In addition,
destroying the world’s teen cited “Proof” (24 percent) the less.
oceans has been using and “Ease of use” (12 percent) as
additional decision criteria to
GREEN and SUSTAINABLE
cost.” 6
WOMEN LEAD THE WAY
in their ad campaigns
for years. Women have a large influence (between 85% - 90%) in the purchase of
environmental products. This is not a surprising revelation given the
80% of sway women also exert in other household buying decisions.3
4 5
 Although female consumers still consider price to be one of the YOU’RE NOT OUT-GREENING ANYONE
leading motivators in a purchase, they are also a consumer that has a
higher allegiance to a brand once they commit to it. Unfortunately the success of greenwashing
has really impacted the ability for a
According to women’s marketing blog, She-conomy.com, nearly 50% of truly good and healthy product to stand
women say they want more green choices and 37% are more likely to pay out from its competitors.
attention to brands committed to environmental causes. Furthermore, 25%
of all products in a woman’s shopping cart nowadays are environmentally Instead of playing the never ending game
of trying to out green competitors (some
friendly.
of which will have much deeper pockets
Obviously this adds up to a potentially strong customer base with than your client) your client might more
many positive qualities that any product would would love to attract. effectively distinguish themselves by
Women’s sensibilities should weigh heavily into the approach of any concentrating on the other aspects of
environmental campaign, identity, or packaging design. But keep in mind the product; price, unique brand DNA,
that woman are not to be taken lightly for they too are part of the more quality, convenience, availability, smell
leery, and more educated environmental consumer base. and texture (when applicable.)
In terms of price, most consumers, while
JIMBO WIPE AWAY YOUR TEARS
professing to be concerned about the
When we last looked, you were sitting at a table in a coffee house environmental properties of a product,
talking campaign options with your client Jimbo, who was mildly sulking
still use price as the major deciding
over a latte while drying his tears with the corners of his child’s factor in a purchase. The ability to push
drawing. a consumer into a higher priced purchase
is dependent on the brand’s identity to
Given what we have written here, you should have brainstormed a
make quality its leading attribute.
fairly reasonable course of action to solve Jimbo’s dilemma. Marketing
his Gizmos while avoiding any tactics that would seem false or have When we mention unique brand DNA we are
detracting connotations in their message may seem a hard nut to crack talking about what it is that makes a
but we think you can do it.
company different. What is their story?
How did they start and why? Is their
The hard part is convincing Jimbo that he too needs to make changes
product made in a different way? In these
also in order to insure his Gizmo’s success. That, and you also have
stories lay the possible foundations
to help him explain to his daughter that her art won’t be winning any
for a great marketing campaign that can
convey not only unique identity but also
1 Except when price was a barrier. honesty to the consumer.
2 The Greenwashingindex.com
3 http://edis.ifas.ufl.edu/fe732 Quality is judged on many features,
4 http://she-conomy.com/report/facts-on-women/ including performance, look, feel, fit,
5 http://www.greenamericatoday.org/cabn/resources/greenmarketplace/ comfort, and durability. To motivate the
6 http://blog.taigacompany.com/blog/sustainability-business-life-
environment/0/0/green-consumer-behavior-driving-change
consumer to value Quality is an essential
6 3
GREEN:
The hue of that portion of the vis-
ible spectrum lying between yellow
and blue, evoked in the human ob-
server by radiant energy with wave-
lengths of approximately 490 to 570
nanometers; any of a group of colors
that may vary in lightness and satu-
ration and whose hue is that of the
emerald or somewhat less yellow than
that of growing grass; one of the
additive or light primaries; one of
the psychological primary hues.
2. Something green in color.
3. greens Green growth or foliage,
especially:
a : The branches and leaves of
plants used for decoration.
b : Leafy plants or plant parts
eaten as vegetables.
4. A grassy lawn or plot, espe-
cially:
a : A grassy area located usually
at the center of a city or town and
set aside for common use; a common.
b : Sports A putting green.
5. Slang Money.
6. Green A supporter of a social and
political movement that espouses
global environmental protection,
bioregionalism, social responsibil-
ity, and nonviolence.
sus·tain·able:
1. capable of being sustained
2 a : of, relating to, or being a
method of harvesting or using a
resource so that the resource is
not depleted or permanently damaged
<sustainable techniques> <sustain-
able agriculture> b : of or relating
to a lifestyle involving the use of
sustainable methods <sustainable
society>
 JIMBO NEEDS AN EDUCATION SUMMARY
As a designer, marketer, or advertiser, we’re sure you know how hard it So your job as a designer or marketer is
is to come up with an effective promotional campaign or brand identity. not only to educate your client but to also
design with the following in mind:
It’s even harder when your client, who makes a great environmentally
• DON’T use language that is fuzzy,
friendly product or service, wants to use words or images in the unclear overused or too “buzz-wordy”
messaging that has negative connotations they don’t even realize. (i.e. GREEN, SUSTAINABLE, ECO-, EARTH-,
etc.)
Let’s say your client, who we’ll call “Jimbo,” just walked into your
office with a big idea for a campaign. Jimbo is holding a crayon drawing • DON’T use child-like imagery, flowers
of flowers, trees, and his product. The drawing was made by his three year and trees in hack, simple minded ways
old daughter and Jimbo is hellbent on using it with a headline that states that consumers will see as phony or
“Jimbo’s Green Gizmo’s, the best eco-friendly sustainable Gizmo’s Going!” pandering.
• DO concentrate on product: price, SUCCESS WITHOUT GREEN:
So what do you do? unique brand DNA, quality, convenience, For a good example of Brand DNA,
availability, smell and texture (when quality over price, and availabil-
First, patiently sit Jimbo down and, in a calm voice educate him on the
applicable.) ity leading to a winning marketing
current state of green marketing. Tell them that he needs to steer clear campaign, look at Dr. Bonner’s Soap.
of communications that utilize buzz words which have been co-opted and • DO promote the environmentally positive
Here’s a company that, over the years,
destroyed by greenwashing. qualities of the product or service:
has managed to sell liquid soap at
healthfulness, impact, etc.
a premium because of its uniqueness
Make a client aware that most consumers react either negatively • DO push your client to be more (That’s crazy non-designed packag-
or are unresponsive to the words: GREEN, SUSTAINABLE, or words transparent and open to increased ing!), and its openness about its
that begin with ECO- and EARTH-. consumer education and keep women in positive qualities.
mind.
Consumers are also becoming inured to images of trees, flowers,
and child-like drawings when used in the context of brand Although not discussed here, designers They aren’t afraid to talk about what
should also: goes into their products. They also
communications2 openly talk how much their greenwash-
• DO offer your client ways to decrease ing competitors have co-opted the
After you tell this to your client, Jimbo will either: A) Be offended by wasteful packaging or alternatives very words that Dr. Bonner’s is proud
your audacity at suggesting his daughter’s work isn’t on par with a Milt to the packaging standards (e.g. less to apply to their product line like
Glaser drawing and then he’ll charge out of your office, or B) Jimbo will plastic) “organic” and “natural.”
feel a bit weak in the knees from seeing his grand ideas of eco-champion • DO create campaigns that use a minimum
go up in smoke, and then he’ll come to his senses. of waste and a maximum of exposure But Dr. Bonner’s smartly counters this
(e.g. no printing when the campaign can green washing by showing these compet-
But not to worry, take Jimbo for a nice cup of java. Then put his fears
be just as effective using electronic itor uses as the hollow market-driven
to rest by telling him it’s OK, you have some solutions that will help media.) flim flam it is by providing info on
his company retain its environmental branding. Plus if he listens closely the topic in its communications on the
he could possibly also increase his customer base and loyalty in other We hope this short little paper has been of
web and elsewhere.
areas that he hasn’t even thought of. some help and here’s to all of us making
the world last just a little longer.
2 7
 USEFUL LINKS

http://www.bsr.org/reports/Understanding_Preventing_Greenwash.pdf

http://www.referenceforbusiness.com/small/Eq-Inc/Green-Marketing.html

u g W O R LD
g ly m
T H E u sh guide
http://www.greenwashingindex.com

e g r e e n w a
littl
http://www.scribd.com/doc/22087750/Green-Marketing-Legend-Myth-Farce-or-
Prophesy
Being fairly recent transplants to the great city of Portland, our cynical East Coast
http://www.greenmeridian.com/blog/tag/sustainability-index/
ears prick up whenever we hear someone mention the words “GREEN” and “SUSTAINABLE”.
Those words get bandied about on a regular basis here in Portland, where it seems
http://www.bsdglobal.com/markets/green_marketing.asp
everyone is constantly in battle for the prize of über-environmentalist.

http://www.sourcewatch.org/index.php?title=Greenwashing#Case_studies
http://www.tvb.org/pdf/rcentral/Green_Consumer.pdf
http://www.greenamericatoday.org/cabn/resources/greenmarketplace/
http://www.lohas.com/
Don’t get us wrong, all this ecological fervor is a welcome relief to the blasé
pessimism and ignorance of other cities back east. But it did inspired us to wonder
just how much Portlanders really knew about “GREEN” and “SUSTAINABLE” and how they
felt about companies who use these terms in their marketing.
This motivated us to grab our cameras one weekend and head to the streets to film a
little ad hoc opinion survey.

What we found out was very illuminating—but it also confirmed our suspicions.

For more information Of the 30+ people we talked to: Some applied definitions to these words that were as
or to download this fuzzy as a lumberjack’s beard, but most had a grasp on the concepts that were behind
the words and professed to embrace them whenever possible.1 But when they were asked
document in PDF form,
if they thought the terms were being overused, 3/4 of the people agreed. Most added
please go to our that they tended to distrust companies who do use these words in their marketing.
web site at
uglymugworld.com When asked where this distrust comes from, most respondents said it was attributed
to overuse by disreputable companies who co-opted the terms to promote products
with little-to-no environmental or social responsibility. This greenwashing poisons
UGLY MUG WORLD the marketing for companies who truly are responsible and ecologically minded. The
862-202-9338 interviewees also admitted that because of this, the words “GREEN” and “SUSTAINABLE”
fax: (888) 226-0675 no longer had the integrity they once had and are now basically meaningless in the
info@uglymugworld.com context of a marketing lexicon.
twitter: uglymugagency The conclusions we found with our “Man on the Street” interviews lend us to further
research. We’re sure you’re aware of some of the issues that were brought up such as
the power of greenwashing and its extent; which goes hand in hand with the overuse
of the color green as camouflage for harmful products.

Please allow us to submit this handy guide in which we list some of Green Marketing’s
problems as well as possible solutions around them for your consideration. Plus, we’d
like to thank AIGA Portland for the chance to present our little movie and the results
of this research to you.
8 1