Navigating the Maze of Sustainability Marketing
I'm often asked to guide clients through “eco-friendly” product launches – a task that is increasing in complexity given the evolving regulatory environment.
For example, a client recently approached me for advice on naming a new, environmentally conscious version of an existing product. The key difference? Its end-of-life disposal leaves no environmental impact or microplastics behind.
The process we are going through isn’t just about creativity - it's a delicate balance of legal compliance, clarity, and authenticity. Here’s a glimpse of the steps we are taking:
Check for uniqueness and trademark conflicts
Align with ACCC guidelines to avoid greenwashing
Use clear, easy-to-understand language
Ensure visual elements don't mislead
The ACCC’s (Australian Competition and Consumer Commission) greenwashing guidelines are crucial. We avoid broad terms like "green" or "eco-friendly," focusing instead on specific, verifiable claims. Every element - from the name to the logo - must create an accurate overall impression.
Currently, I'm vetting each proposed name against my "marketing without greenwashing checklist" to ensure compliance and effectiveness.
Curious about how to market your products without falling into the greenwashing trap? Click here for a copy of my checklist or contact me to discuss how I can help you navigate the maze of sustainability marketing. Let's create impactful, honest marketing strategies together!
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