New York, NY, April 22, 2010 – New York, NY, April 22, 2010 – To help steer brands through the challenging terrain of sustainability marketing, OgilvyEarth, the sustainability practice of Ogilvy & Mather, is publishing a guide for successful green marketing titled “From Greenwash to Great.”
Developed in partnership with its panel of advisors who represent leaders in the sustainability space, the guide presents a set of actionable principles in the context of the overall marketing process for brands. Done right, sustainability-oriented marketing can do more than build brand loyalty and establish corporate leadership; it can change the way people look at the world and ignite much-needed cultural change. The problem is that responsible green marketing is being undermined by Greenwash, the practice of brands making false and misleading claims, which is on the rise around the world.
“This handbook was developed for marketers who aspire to develop great sustainability-related marketing rooted in authentic activities,” explained Freya Williams, Managing Director of OgilvyEarth. “We believe that what’s needed is not recriminations and more ‘gotcha’ moments but a simple, practical roadmap to getting it right.”
In a recent article posted by OgilvyEarth advisor Andrew Winston in a Harvard Business Review blog, Winston notes the guide is essential because “It's very hard for customers to know what choices make a difference when some marketers are muddying the waters for all. When buyers throw up their hands in confusion, we all lose.”
From Greenwash to Great provides a framework for avoiding Greenwash. It also offers a set of principals to guide the process such as focusing on the fundaments, making honesty a priority and committing for the long term. The guide can be downloaded here: http://www.ogilvy.com/#/On-Our-Minds/Articles/April_2010_greenwash.aspx/
Contact: Toni Lee, Ogilvy & Mather, 212-237-5090/917-679-7631, firstname.lastname@example.org