Green goddess
or greenwashing?

A survey of marketing managers at Eloqua's user conference found lack of awareness and costs are the top factors preventing organizations from venturing into green marketing, Netimperative reports (via Environmental Leader).

Thirty-eight percent of respondent cited lack of awareness as preventing green marketing, while 21 percent cited cost, and 8 percent cited a lack of available green suppliers as a factor.

At the same time, nearly 60 percent of respondents said they believe green marketing can provide a competitive advantage. In addition 90 percent of respondents said they think the marketing industry has a responsibility to become more environmentally friendly. The survey predicts that in the next 12 to 18 months, 60 percent of companies will move to digital marketing activities in order to be more environmentally friendly.

Companies seeking to foray into green marketing will have to be more careful about touting green claims because the Federal Trade Commission is updating its “Green Guides” next year and is likely to seek legal precedents.

In September, Saab Australia’s parent company, GM Holden was successfully sued by Australia’s advertising board for making misleading green claims.

Earlier this year, Clorox Company was also told to modify some of the ads for its Clorox Green Works, which critics said made dubious claims.