It has become the latest fashion for blue chip companies with hefty marketing budgets to flaunt their green credentials in an effort to attract today’s conscientious consumers. Whilst some of these companies appear to have a genuine interest in the environment, others it can be said have simply jumped on the latest marketing bandwagon, ‘greenwashing’ their products and services to appeal to modern consumers.

All aboard the green bandwagon

Many major companies have been quick to take advantage of this swell of public interest, talking the talk, but not necessarily walking the walk. The danger is that smaller, lesser-known companies that have pioneered sustainable business practices will be overshadowed and possibly even pushed aside by big business in 2007. This ‘greenwashing’ has the potential to shut the door on smaller companies in the sector that don’t have the financial muscle of their blue chip competitors. These companies now face a struggle to maintain a foothold in a marketplace that they helped to build.

Whilst a few, notably organic food producers, have broken through into the public arena, most companies, among them green-building contractors, renewable energy providers, organic apparel retailers and many of the great companies that are listed on Ethical Junction, remain on the outside, obscured from potential customers. It is important that these companies stand up to be counted, taking advantage of the current swell of public opinion, just as the big corporates have, to ensure they are not overshadowed in 2007.

Taking on the big boys

It’s interesting that nowadays consumers are becoming more and more sceptical about businesses claims and many of the companies that have jumped on the green bandwagon have been met with a justifiably frosty response. If companies are going to market the ethical or green initiatives they are involved in then they must be prepared to prove the merit and validity of their actions. This authenticity is what sets the truly green companies apart from the corporate ‘greenwashing’ that is currently in operation. Authentically green companies, many of which are small, need to start making some noise, publicising the fantastic work that they are doing, or they run the risk of being drowned out by the corporate marketing machine.

Making some noise

If you are not a well-known brand, it can be difficult persuading potential clients and customers to use your company. After all, why would anyone want to use your product or services when there are already established brands out there that they can use instead? Positive press coverage can help and provides the next best thing to a word-of-mouth recommendation; the difference being that you are getting your message across to hundreds, if not thousands of people, rather than just one or two. Powerful profile-raising of this kind is highly effective for small companies especially when competing with the ‘big boys’. If a journalist writes about your company they add instant validity. The public takes its lead from the press. They respect the journalists and publications that provide them with information and the fact that a journalist has chosen to write about your company, markets you in a way that is far more effective than advertising. Anyone can advertise if they have the budget which is why the corporates are utilising this medium to flaunt their green initiatives. But for press coverage about your company to appear, a journalist has had to decide that your business is authentic and worth writing about.

This means that with the right kind of press coverage you can really stand out from the crowd. But, if you don’t tell anyone about your business, then you run the risk of getting lost in the rush. It is essential that such authentically green companies continue to exist because without them the battle to save the environment becomes more a blue chip marketing tactic and ultimately this benefits no one, least of the planet.

Kim Stoddart is MD of Green Rocket (www.greenrocketgroup.com), an award winning ethical media relations company and social enterprise set up to promote and support social and environmental change.