From ‘green’ to ‘good’

According to leading marketing and public relations firms, “green” marketing is indistinguishable from greenwashing. Consumers support companies they trust, and trust is built through transparency and third-party validation, not through first-person marketing claims. 

In fact, “green” isn’t the right frame. “Good” is the right frame. Most people don’t want to buy a “green” product from a company that treats its people poorly and doesn’t contribute to making their community a better place. So the question facing consumers is: How do we distinguish between good companies and just good marketing? Transparent, comprehensive, and therefore trusted third-party standards of a company’s social and environmental performance can help companies set themselves apart.

B Lab, a nonprofit dedicated to certifying and supporting sustainable businesses, has developed a comprehensive certification process to validate the claims companies make about their impact on consumers, employees, community and environment. Known as Certified B Corporations (B stands for benefit), more than 175 companies in 31 industries have met these high standards of performance, transparency and accountability. More than a dozen Certified B Corporations are marketing and public relations firms. Below are some examples of the strategies they use to help their clients communicate authenticity in the marketplace.

The SOAP Group (Portland, Maine)
The SOAP Group has been in the business of developing marketing strategies for sustainable businesses for many years. The company has seen an increased interest among consumers in socially and environmentally responsible products. And while this has stimulated the growth and evolution of innovative, socially conscious companies, it has also captured the attention of many pretenders trying to capitalize on the “green” movement.

Before taking on new clients, to ensure both the legitimacy and intention of the company as a whole, The SOAP Group asks if environmental stewardship and social responsibility are woven into the company’s DNA. Is the company’s internal culture and are its practices reflective of the external marketing messages conveyed? The answers to these questions help SOAP determine whether the company is a good fit and if so, determine the foundation on which SOAP can build an authentic campaign.

To compete effectively with “green” marketing campaigns coming from “wannabe” competitors, SOAP focuses on developing robust authentic campaigns with a strong educational platform—executed with compelling creativity across multiple media platforms, including public relations and stakeholder engagement. “Green fatigue” is accelerating, but looking at the whole “good” is SOAP’s expertise. The SOAP Group pushes its clients and consumers to look to the bigger picture.