Ok, so let’s talk about flip flops. With companies falling over each other in their efforts to position their products to consumers as green (any product it feels), it is worth considering exactly what kind of green marketing we can expect to hit the tube, billboards and magazines in the years ahead across Southeast Asia. Let me illustrate.
Say that you are Irfan Damial, head of Marketing at Crazy Shoes, and that your CEO asks you to pitch your latest flip-flops as eco-friendly (“Yo Irfan, slap some green on that will you? That colour just sells!”). Yes, the same flip-flops you have been churning out at a rate of 1,700 sets per day for the past 16 years.
Well, Irfan, you don’t have that many options–either you come up with ludicrous claims (rubber is a natural element, hence our shoes are environment-friendly!) or you suggest to your boss that Crazy Shoes invests in serious R&D to reduce raw material use, packaging etc. Neither is going to take you very far (although an illuminated CEO should give you a raise for suggesting the second one.)
(Incidentally, this story may be partly true. I recently saw a pair of $1.5 ‘ecological friendly footwear’ at Carrefour on Sunset Road in Bali. If that’s not a sign that green marketing is entering mainstream I don’t know what is.)
Stories like this are likely to become increasingly more frequent. A survey released earlier this year of more than 370 marketing and advertising executives provides evidence that green marketing is increasingly popular–82% of survey respondents said they planned to use more green messaging in their marketing.
The big question here is, of that 82% how many will resort to giving their products the ‘green marketing add-on’ treatment (sic the flip-flop anecdote)? According to Terrachoice, more than 90% of products with green claims are greenwashing in the U.S. market. In less developed markets, there are reasons to think that this may be worse.
But the simple fact here is that if you don’t get the product right—in the way that only a good quality product with a small environmental footprint can—then no amount of green marketing is going to make your product ‘eco’. As green marketing guru Jacquelyn Ottman says, green marketers must take an extra step of managing the product’s life cycle impacts.
If you thought that marketing was tough, then selling environment-friendly goods just made the game a whole lot more complicated—but definitely more worthwhile.