Considering the Whole Package

Is your brand at risk of “greenwashing” eco-efforts?

When it comes to creating environmentally friendly packaging, we’ll be the first to applaud any brand that takes positive steps in reducing their carbon footprint. But when those green efforts become green marketing – then we believe shoppers are owed an explanation greater than a package shift (picture “I’m green!” violator here). Because, when it comes to packaging, shouldn’t we really be communicating the whole package? Not just the materials the brand is wrapped in, but the way it’s made, marketed, and how it gets on shelf?

According to One Green Score For One Green Earth, a sustainability research study recently published by Ryan Partnership Chicago and Mambo Sprouts Marketing, we’re experiencing the dawn of an eco era. It’s estimated that the average American shoppers’ commitment to buying sustainable products will continue to rise heavily in the coming years. But with a lack of sustainability guidelines, shoppers can feel confused or deceived. According to the study, brands that establish themselves as credible “green” sources will reap the benefits in terms of increased share and shopper loyalty.

That means from the packaging brands use to their manufacturing practices behind the scenes, if a company’s message is “hey, we’re green!,” we shoppers should know how their products are really made. So how can a brand today better communicate their green efforts and ensure they’re protected from a barrage of eco-evaluation? Following a few of these practices below can help your brand rise above the sustainability suspicion:

Think Green Behind the Scenes Even if your packaging is designed with the environment in mind, other information about your company’s manufacturing process may not be so eco-friendly. So take sustainability a step further, and green-ify any parts of the process you can. Consider running your company on a green server. Or choose biodegradable shipping containers. You can even make your marketing efforts green, like this recent Target commercial shoot.

Practice what you preach. Don’t promote your brand’s eco-friendly packaging, and then print off 700-page documents about said efforts. Today’s savvy consumers expect a brand that stands for sustainability to adhere to what it’s selling, inside and out.

Be authentic and transparent. Be clear about who you are and what you’re doing. Grocery megachain SuperValu is trying to become known as the greenest grocer, pushing 40 of its stores to go “zero-waste.” An investigation revealed that meant diverting 90% of its waste to landfills for SuperValu. Ninety percent is GREAT… but it isn’t zero.

Have a credible circle. Join relevant associations, network in the green space and apply for certification seals. Plus, verify that your suppliers, partners and distributors are all eco-friendly, too.

Think local. When selecting materials for packaging and POS, consider finding vendors that can cut your brand’s carbon footprint AND shipping costs.
Don’t go over-green. But what about a backlash on the other side? Take Sun Chips. Their recent foray into biodegradable packaging should have been cheered from every corner of the green scene. Instead, Sun Chips faced massive complaints about the sound their package made. Turns out, they alienated the majority of consumers in the middle of the sustainability spectrum with changes that negatively affected the brand experience.

What factors do you consider when shopping “green?” Are there any messages on sustainable products or packaging that you find especially deceiving or wish was better regulated?

By Christine Nardi Diette and Megan Happ
Christine is group president at Ryan Partnership Chicago, a leading expert in promotion, shopper, and digital marketing campaigns for emerging and established consumer brands. Megan is a creative conceptor for the agency. Both Christine and Megan blog at blog.ryanpartnershipchicago.com.