The first in a series of posts on greenwashing, transparency, and authentic storytelling.

The terms green, environmentally friendly, or sustainable have unfortunately lost their edge. The environmental bandwagon has enlarged to include many companies that have neither interest in nor commitment to anything that would improve our environment, much less not harm it any further. But this trend reveals the good news and the bad news for both marketers who genuinely care about the environment, as well as the purchasing public. The good news is that we do clearly vote with our dollars. Many companies are, in fact, purporting to be “green” because more and more consumers are vocal about caring. The bad news is that because of the green fog surrounding the environmental bandwagon, marketers that genuinely care need to do a better job of telling their authentic stories, and consumers need ever more vigilance in evaluating how to spend those dollars.

When it comes to online video storytelling, seeing through this green fog becomes even more challenging.

And once again, there is good news and bad news. The bad news is that an adept, sly marketer can spin a green fog story about their product or service in an entertaining fashion that engages viewers, has a seemingly “green” theme, and misrepresents the truth. The good news is this. Marketers and consumers alike can become aware of what to look for in the story. Here’s our suggestion for both marketers who want to differentiate themselves from the maddening green crowd, as well as consumers who want the truth. It boils down to one word: TRANSPARENCY. Here’s how we see it.

Evaluate the story content.

What does the story really tell you about the marketer’s INTENT and FOLLOW-THROUGH? Yes, actions speak loudly, but actions require CONTEXT. That context is provided by motivation for the action (intent) and evaluation of its effectiveness in order to increase the positive impact with the next action (follow through). If a marketer purports to be up to something “green,” does the video story also tell you why they are doing this? Is the action part of any larger sustainable initiative throughout the company, or is it a one trick pony? Does the marketer offer any proof of the claim they are making, or offer any way they are holding themselves accountable for the results of their action? Does the story offer any sense of on-going commitment, evaluation process, or follow through on the marketer’s part?

Cut through the green fog with authenticity and transparency.

If you’re a marketer with an authentic commitment to improving the environment, these are some questions to ask yourselves as you go about creating your marketing.  Cut through the green fog with authenticity and transparency. If you’re a consumer, see if you can discern the answers to these questions as you watch or read a company’s claims.

Of course, we know that “people do” – but do they really?

Check out Nine Types of Greenwashing by BuildingGreen for more ways to see through the green fog. And come back here for new discussions about transparency and authentic storytelling.

Image by codepinkhq licensed under Creative Commons.

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