7Establishing credibility and avoiding greenwash

In 1990 Sam Walton promised that Wal-Mart would reward the Procter & Gambles and Unilevers of the world with special shelf talkers (the signs that appeal alongside a given product), if they could prove that their products had greener features. Respond they did, and soon Wal-Mart’s shelves were emblazoned with all sorts of messages about the greener features of various products including dubious ones such as household paper towels where the cardboard core was made of recycled content but not the paper towels. Not surprisingly, environmental activists called the effort a sham, on two counts: the features had been there all along, so no real progress was being made, and the presence of one green feature ...

Get The New Rules of Green Marketing now with the O’Reilly learning platform.

O’Reilly members experience live online training, plus books, videos, and digital content from nearly 200 publishers.