Green Marketing Resources

WHAT IS GREEN MARKETING? Green marketing is the marketing of products and services that are considered to be environmentally or socially sustainable. Green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. Yet defining green marketing is not a simple task where several meanings intersect and contradict each other; an example of this will be the existence of varying social, environmental and retail definitions attached to this term.

Green Marketing Guidelines

These guidelines compiled by the ACCC state that businesses must not mislead or deceive consumers in any way.

Read up on the ACC Green Marketing guidelines

ACC top 10 tips
1. Claims must be accurate
2. Claims should be able to be substantiated
3. Claims should be specific, not unqualified and/ or general statements
4. Claims should be in plain language
5. Claims should only be made for a real benefit and must not be overstated
6. Pictures can also be representations
7. Claims should make it clear whether benefits refer to packaging or content
8. Claims should consider the whole product life cycle
9. Claims using endorsement or certification should be used with caution
10. Claims should not overstate the level of scientific acceptance claims
More tips


Successful Green Marketing case studies

Cascade Green: 100% carbon neutral beer
Cascade Green faced the challenge of an issues-rich environment with consumers and media acutely aware of ‘green washing’. The challenge was to tell the story of Cascade’s commitment to sustainability and environmental practices, with credibility and authenticity. Read Cascade Green case study (Source: Ogilvy Earth)

Woolworths: Employee engagement to drive change
Woolworths wanted to enhance their existing sustainability programs throughout about 2,800 different operations nationally. They were seeking to create more environmentally sustainable behaviours in a workforce of 180,000 employees. Read Woolworths case study (Source: Ogilvy Earth)


Risks of getting Green Marketing wrong
The risks of getting Green Marketing wrong are phenomenal. Businesses have to ensure they have been meticulous about getting their strategy spot on to avoid the following;
• reputational damage
• the media jumping all it
• fall in market share / price
• penalties - $$$
• a bad social conscious
• staff disengaged and high turnover of valued employees


Here are some example of companies that have had to contest with the ACCC.

• ACCC takes action against GM Holden Ltd over Saab 'green' claims
• Nappy biodegradability claims declared false and misleading
• Saab 'Grrrrrreen' claims declared misleading by Federal Court
• V8 Supercars corrects carbon emissions claims