| With "green living" becoming an increasingly hot | | | | are looking an environmentally safe cosmetic |
| topic, consumers are more educated about green | | | | product, be sure to avoid getting caught in "Green |
| buying options and less responsive to common | | | | Washing," by being consistent and open with your |
| green claims such as "recycled" and "natural." | | | | environmental claims. The following tips from |
| Based on follow up interviews to a survey called | | | | Terra Choice Environmental Marketing Inc. might |
| Green AMPlified, released by AMP Agency, an | | | | help too! |
| Alloy Media + Marketing , over half (53%) of | | | | 1) Be sure that your "green" claim is not |
| consumers factor a company's social and | | | | restricted to just one environmental issue. If so, |
| environmental activities into their purchasing | | | | look for other information that gives a more |
| decisions and are ready to reward those | | | | complete picture of the environmental impact of |
| companies that prove their commitment to the | | | | the "life cycle" of your product (From the cradle |
| cause. In fact, after learning a company is | | | | to the grave? Or again to the cradle?) |
| environmentally friendly, the study found that | | | | 2) Guide your customer to find more information |
| 57% are likely to trust the company, 60% are | | | | and evidence by listing helpful websites, third-party |
| likely to purchase its products, and 58% are likely | | | | certifiers, and toll-free phone number to help |
| to recommend the company or its products to | | | | easily provide a means of proof for your |
| others. | | | | environmental claims. |
| Although 44% of consumers claim that they | | | | 3) Give specific meanings to your "green" claims. |
| sometimes, but not often, believe the | | | | To avoid the risk of seeming vague with claims |
| environmentally friendly claims on product | | | | such as "non-toxic", or "all natural" -be sure to |
| packages, they confirmed that they don't expect | | | | explain exactly how your product or packaging |
| companies to be perfect. They do however, need | | | | effects the environment. Some helpful details |
| to know that they care as much as they do, are | | | | include listing the # of trees saved, or gallons of |
| making efforts to improve the state of the world | | | | water not used by your product or package |
| - and can show it. Using Tree-Free materials such | | | | manufacturing. |
| as FiberStone(TM) paper made from calcium | | | | 4) Give a complete explanation for the life of |
| carbonate s one way a company can 'put it's | | | | your product ( complete carbon footprint). Using |
| money where it's mouth is'. | | | | recycled or recyclable materials addresses the |
| The study found that 40% of consumers are | | | | end of life, one piece of the Sustainability equation. |
| likely to speak out against a company when they | | | | Be sure to also explain the beginning of life- where |
| learn they are not environmentally friendly. | | | | the raw materials come from, and Mid life- |
| Conversely, Earn their trust and they are more | | | | Carbon Footprint. This includes how much energy |
| likely to spread that positive message to a wide | | | | is used, Co2 released, and water consumed or |
| network of family and peers. | | | | contaminated during production and transportation. |
| To help earn the trust of your customers who | | | | |