Let’s be truthful – there is very little, (in fact probably nothing, about the way we humans live our lives and do business today that is ‘environmentally friendly’.

The old adage of ‘take, make, waste’ is still very much at the heart of modern western society. Yet, as it becomes fashionable to be seen as ‘sustainable’, we are seeing an increase in the use of meaningless marketing statements like ‘environmentally friendly’ on advertising and marketing material for all number of products and services.

Recently I saw it emblazoned on a ‘eco-cab’ taxi that uses hybrid (battery/petrol) vehicles in its fleet. Now don’t get me wrong – I applaud anyone who has good intentions towards the environment, but how can a vehicle be ‘environmentally friendly’ – it afterall contains all manner of materials, manufacturing processes and functions that are harmful to the environment.

There it was again – ‘eco friendly’ – used to promote a non-degradable carry bag made of polyester and imported from China. No more eco-friendly than any other reuseable bag.

Google ‘environmentally friendly’ and you’ll find houses, gas companies, plastics, etc., etc., all claiming to be ‘environmentally friendly’.

Customers are not stupid. If you are targeting those with environmental ethics they generally are also well informed on the topic. Using such empty and meaningless environmental statements leaves a company open for criticism. The more terms like ‘environmentally friendly’ is used the more it looses any perceived meaning. Just look at similar unqualified terms like ‘the best’, ‘the cheapest’ that have been so used and abused that we no longer pay any attention to them when we see them in advertising.

It’s time for marketers communicating environmental messages to act more responsibly in their marketing. Those companies who want to be seen to do more than just ‘green wash’ in their marketing should search for real and meaningful environmental statements.

Posted on April 29th, 2008 by Wendy Riley-Biddle
Filed under: Environmental