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Green brands
Green brands are those brands that consumers associate with environmental conservation and sustainable business practices.
Such brands appeal to consumers who are becoming more aware of the need to protect the environment. A green brand can add a unique selling point to a product and can boost corporate image. However, if a company is found or perceived to overstate its green practices its green brand may be criticised as greenwash.
Ethical consumerism has led to an increase in green brands. In the food and drink industry 5 green brand products were available in 2002, leading to 328 in 2007 (Mintel global database).
In the case of consumer brands, packaging can be a key element in communicating a green brand. This is because packaging communicates information to the consumer at the point-of-sale, and because of the environmental impact of the packaging itself.
Companies may claim sustainable packaging, recycled and/or recyclable material, or reduce excess packaging. Packaging is of especially high importance of the product and brand. Packaging material may have environmental credentials.
In Europe concerns have been raised about inauthenticity as a result of a recent increase in green brands. Because green brands can add a unique selling point there is little consistency from brand to brand. In the food and drinks industry it has been observed that companies prefer their own logo because it makes the brand more easily seen for the consumer.
In Britain, the Advertising Standards Authority (ASA) warned consumers in mid-2007 about inauthenticity. The ASA discovered "unsubstantiated environmental claims". The ASA Director General has stated that "the ASA needs to see robust evidence to back up any eco-friendly claims".
The ASA in Britain has also raised concerns that as awareness about climate change increase among consumers, the cases of unsubstantiated carbon claims (e.g. carbon emissions and carbon neutral claims) rises. The ASA has upheld a number of complaints against energy companies, including Scottish and Southern Energy car manufacturers, including Toyota, Lexus and Volkswagen, and airlines, including EasyJet, for misleading claims regarding carbon emissions and carbon neutrality.
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Green brands
Green brands are those brands that consumers associate with environmental conservation and sustainable business practices.
Such brands appeal to consumers who are becoming more aware of the need to protect the environment. A green brand can add a unique selling point to a product and can boost corporate image. However, if a company is found or perceived to overstate its green practices its green brand may be criticised as greenwash.
Ethical consumerism has led to an increase in green brands. In the food and drink industry 5 green brand products were available in 2002, leading to 328 in 2007 (Mintel global database).
In the case of consumer brands, packaging can be a key element in communicating a green brand. This is because packaging communicates information to the consumer at the point-of-sale, and because of the environmental impact of the packaging itself.
Companies may claim sustainable packaging, recycled and/or recyclable material, or reduce excess packaging. Packaging is of especially high importance of the product and brand. Packaging material may have environmental credentials.
In Europe concerns have been raised about inauthenticity as a result of a recent increase in green brands. Because green brands can add a unique selling point there is little consistency from brand to brand. In the food and drinks industry it has been observed that companies prefer their own logo because it makes the brand more easily seen for the consumer.
In Britain, the Advertising Standards Authority (ASA) warned consumers in mid-2007 about inauthenticity. The ASA discovered "unsubstantiated environmental claims". The ASA Director General has stated that "the ASA needs to see robust evidence to back up any eco-friendly claims".
The ASA in Britain has also raised concerns that as awareness about climate change increase among consumers, the cases of unsubstantiated carbon claims (e.g. carbon emissions and carbon neutral claims) rises. The ASA has upheld a number of complaints against energy companies, including Scottish and Southern Energy car manufacturers, including Toyota, Lexus and Volkswagen, and airlines, including EasyJet, for misleading claims regarding carbon emissions and carbon neutrality.