As a follow up to the Regulating Greenwashing post I had a year ago, I wanted to show this infographic from Marketing Degree. Thank you Jenica Rhee (Twitter: jenicarhee) for sending this my way. A couple things really stood out to me with this graphic.
Shop at big box stores
Now this is interesting. The percentages of greenwashing in both green boutiques and big box is shameful, with big box winning out. It is a bit surprising since green boutique’s are putting their values on the line with green marketing and losing. This does not bode well for the sustainability movement and getting the right kind of messages out there. But how does this idea of “big box stores are scrutinized by the media” really play out and what are the factors with “command more of the supply chain”. I like the approach of these ideas, but isn’t this looking at business in an old fashioned way? After all we know Walmart is failing at it’s green programs. Walmart is still doing fine with the scrutiny and posting record profits.Yes, we rarely see media go after the smaller stores, but they do go after the products these stores carry. In some cases this has as much influence. A smaller store can only carry so many products. When they choose a product to carry they are putting their reputation on the line through brand association. Big box stores have greater influence, but the products they carry rarely have impact on thier strategic brand. Small stores are the round hole that needs the round peg. Big box stores are the square hole that has to fit every kind of peg into it.
Are the larger supply chain’s better for the environment to begin with? Is it not better for local products to be sold locally to cut down on carbon emissions? Of course that is a dream world where people can get everything made and produced locally. I do not know what the trade offs are for using big supply chains versus small or local ones, but this does beg some good questions.
Beware these four industries
Not much surprise here for 3 of the 4 industries. What stood out to me was the “DIY” industry. Again this is going against the grain of the sustainability movement. Much like the green boutiques. If this movement cannot get it’s head on straight with this core issue, how are we going to make the changes that need to happen.
Created by: Marketing Degree
On another note I’d like to show an example of green and innovative packaging done right. This Seventh Generation soap stands out prominently on the store shelves. It shouts I’m recyclable, useful, better for the planet and you need to buy me. The packaging has some issues and is not perfect, but these are far outweighed by the benefits. Can you imagine how different things would be if even half of competitors on this shelf were working this hard to make better and greener packaging?
