Target: EnviroMedia Social Marketing
Goal: Praise this social marketing company for creating and launching the Greenwashing Index, which saves consumers from unintentionally buying non-environmentally friendly products.
EnviroMedia Social Marketing is an agency-style marketing firm that does more for consumers than its competitors. In addition to traditional marketing and advertising, this company produced the first index of advertisements that dispels any confusion about whether a company’s environmentally-focused advertising and marketing is actually green or not. It’s called the Greenwashing Index.
Greenwashing is a popular tactic used by companies and brands to deceive consumers into believing they are environmentally friendly. Some companies greenwash intentionally to sell their product to a target market of environmentally conscious consumers. Other companies do it less intentionally because they are implementing some basic environmental practices, but are not up to unclear market standards of what green really means.
This index leaves it up to consumers to define what an environmentally friendly product advertisement is and what it is not based on a set of defined criteria. The website provides a platform for people to discuss products or brands they think are greenwashing. It includes a voting spectrum that users can rate ads on a scale from bogus to authentic and a comment section where users can explain their reasoning. The forum-style website encourages consumers to become aware of greenwashing and to actively think about how they want to define authentic green marketing.
The hope is that more consumers will join the conversation about what products and brands they think are environmentally sustainable. The online conversation will discourage companies from greenwashing by holding them publicly responsible for their manipulative tactics. The index will also encourage companies to do more to meet the standards of the growing market of environmentally conscious consumers.
EnviroMedia Social Marketing wants to know what the public thinks about greenwashing. What standards do companies and products need to meet to be considered truly green? When is it okay to advertise a product or brand as sustainable? How much do consumers know about what they spend their money on? What better way to find out than to open a forum for people to voice their concerns about greenwashing campaigns and vote on what constitutes authenticity in marketing?
Innovative thinking and genuine concern for authenticity in the marketing industry propelled this useful website into existence. The Greenwashing Index is a powerful tool that opens up the conversation between marketers and consumers. Applaud this social marketing firm for reaching beyond the traditional scope of marketing and advertising to help consumers publicly express which campaigns they think are greenwashing and which ones are authentically green.
Dear EnviroMedia Social Marketing,
The Greenwashing Index gives consumers a voice. Thank you for stepping out of the traditional mold of what a marketing company looks like to include people in the discussion about greenwashing and environmental marketing.
Your dedication to standardizing environmental marketing will empower consumers to demand more authenticity from brands and products that claim to be green. Thank you for your efforts to encourage authenticity in today’s global market.
[Your Name Here]