Gareth Kane on Marketing, Labels and Greenwash
As Toyota gets a rap on the knuckles from the Advertising Standards Agency, Gareth Kane asks how do you know that you're not being ripped off on green claims?
With the rush to appear Green/Ethical/Cuddly, it is almost inevitable that business will overstep the line when it comes to blowing their own trumpets. It looks as if the UK's Advertising Standards Agency (ASA) has started a crackdown, criticising Toyota, Volkswagen and Scottish & Southern Energy Group amongst others according to the Guardian. Personally, I thought that the ASA were quite hard on Toyota - when calculating the amount of carbon dioxide that their Prius hybrid would save over a conventional car, they used the average mileage of a US citizen, rather than their UK cousins. On the other hand, taking a hard line now could prevent consumer cynicism destroying the whole ethical consumerism movement.
So who can you trust? Well, an independent labelling scheme can help. The energy labels on white goods like freezers and tumble driers have transformed the market: the market share of A-rated white goods sold has risen from 0% in 1996/97 to 74% in 2005/06. After all, who would want a product with a big 'D' on it? There has long been talk of extending this scheme to consumer electronics such as TVs and DVD players and a similar scheme has started for windows.
Unfortunately more complicated labelling schemes, such as the EU's Ecolabel, have never taken off in the same way. This is a pity as the Eco-label now applies to everything from mattresses to campsites. I blame the Eurocrats themselves (or their PR agency) as they have broken one of the key principles of Green Marketing by making their flower logo really poncey. The Scandinavian 'Nordic Swan' looks better and has been more successful in those countries.
Let's hope future schemes, such as the proposed Carbon Trust carbon label for foodstuffs and products will abide by the keen principles - make your label clear, simple and avoid fluffiness wherever possible. Watch out for these on the products of the companies piloting the label: Boots, Walkers and innocent.
Lastly don't forget to look at the bigger picture. A Prius may be better than a 4x4, but it is still a car. Any bicycle is better than a Prius, but it won't come with a fancy label.
Until next time,
Gareth
Gareth Kane
Eco-living Blog
Terra Infirma
"the market share of A-rated white goods sold has risen from 0% in 1996/97 to 74% in 2005/06"
Where are these figues from, please?
Posted by: Paul Pietrzak | October 29, 2007 6:22 PM