1. ‘The What, Why, Where and How of Greenwashing Presented by Daragh Anglim RealEyes Sustainability ltd

2. What is ‘Greenwashing? The deceptive use of green PR or green marketing in order to promote a misleading perception that a company’s policies or products are environmentally friendly (wikipedia) Marketing strategies used by companies and advertisers to influence consumers into thinking the product and/or company is environmentally friendly

3. …But what is Green? How do we define…Green…Environmentally Friendly… Sustainable…

4. Retailers and Brands Increasingly retailers, brands and products are going ‘Green’ Why? What’s driving it?

5. Spend on Green products

6. Greenwashing results 2010 http://sinsofgreenwashing.org/findings/greenwashing-report-2010/

7. Reality v Perception

9. Greenest Brands

10. Consumer demand Why are we demanding it? What’s driving the market? Guilt? Knowledge? Awareness? Fashion? Trends? Powerlessness? Make a difference What are we looking for?

11. The role of Eco Labels Information on products environmental impact Allow us to make an educated decision Only source of info at point of purchase A tool to help us decide

12. How to choose? How do we make our choice? What is our criteria? –Social, Environmental, Ethical, psychological? What’s important? What are we looking for? How do we evaluate what’s on the shelf?

13. Giving us what we want? What do we want? What are we Really looking for?

14. Certification to evaluate purchase?

15. Green Terms?

16. Choices, Choices

17. What do they all mean?

19. How to Identify Greenwashing http://www.futerra.co.uk/downloads/Greenwash_Guide.pdf

20. The sins of Greenwashing

21. Group exercise Where’s the Greenwash in this ad? Spot the Sin(s)

23. Just not credible? Fluffy Language Irrelevant claims Green Product v Green co?

25. Suggestive Pictures Gobbledygook Best in class Green products v dirty co Fluffy Language

30. Greenwashing results 2010 http://sinsofgreenwashing.org/findings/greenwashing-report-2010/

31. Greenwashing results 2010 http://sinsofgreenwashing.org/findings/greenwashing-report-2010/

32. Why do brands sin? Forgive them for they know not what they do…? Naivety Sloppiness Opportunity/ Demand Mistake Lying

33. DEFRA Guidance for Marketing http://www.defra.gov.uk/environment/economy/documents/green-claims-guidance.PDF

34. How should we react? Punish and condemn? Scold but encourage? Celebrate the small wins? ‘Could do better’

35. Communicating with brands How do we engage with brands to stop Greenwashing? Channels - regulator, social media, directly… Criticism or constructive criticism Suggestions?

36. The power is in our hands … and the responsibility?

37. Thank you Daragh Anglim Daragh@realeyes.ie www.realeyes.ie