One thing about marketing eco-friendliness, make sure you are clear on your message and not providing vague statements. Especially if you are trying to convince a nation that your product adheres towards the eco-friendly standards set forth by most environmentalists, it would be best to stress how you plan to go about it.

Nestle ads have so far been categorized as misleading since they don’t support their actual advertising theme on recycling. Rather, they have employed a vague statement clause that has put them under the light of potential “green washing”, something common for companies that simply claim green without really adhering to it.

“This is part of a bigger problem of what we call ‘green washing,’” Wilkins said. “This is that producers are saying that they are doing things in an environmentally sensitive manner when the facts, on occasion, don’t support it.”

(Source) Reuters

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Article Tags: bottled water | green washing | nestle

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