You’ve heard of whitewash meaning a cover-up.  Green marketing is a valuable tool but GREENWASH is the other side of the coin.  Greenwash is the accusation aimed at businesses that claim to do something environmentally sound but do NOT.

Green marketing, promoting your enterprise on the basis of how environmentally sound it is, has been around for a while now and it’s proven to be effective in attracting customers.

The same marketing style applies to social responsibility.  The terminology around social marketing is a bit tricky though because the term ‘social marketing’ has been used to describe different things like marketing social networks or marketing in social media.......very confusing so I’ll stick with the ‘green‘ example.

How many times, given the choice, do you go for the product or service that tells you about its green credentials?  I’m certainly swayed by green marketing for anything from biodegradable, low phosphate washing detergent in a recyclable bottle to a festival that cuts waste and recycles rubbish!

Is 'Socialwash' the new 'Greenwash'?

Take, for instance the large car company that writes in its sustainability report that it is investing and working hard on many fronts to improve safety and cut the road toll (an admirable social goal).  But leaked letters tell the world the company has ignored advice that it has serious mechanical faults that put peoples’ lives at risk. A Socialwash?  Doesn’t quite have the right ring but whatever you call it, it certainly is unconscionable.

While a corporation will survive because of its size, media spin, investments and the social cost of collapse, including workers who would lose their jobs, a smaller enterprise or one that is closer to its stakeholders may not. 

How can an enterprise that genuinely wants to do the right thing manage the risk of such damage to their reputation? 

It’s MORE than a PR exercise.  Spin won’t work in a place the size of Noosa where everyone knows almost everyone else.

The honest, open and transparent approach is found in Social Accounting and Auditing, a process which helps you demonstrate to the people who have a stake in your activities, that you understand how you affect the lives of people around you, that you know what your stakeholders expect of you and that you are committed to doing your best environmentally, socially and economically while doing good work. 

When you have done your homework, your green and social marketing message becomes a piece of cake and the economic impacts of your activities will be celebrated by others.

The Noosa Biosphere Social Board is presenting a free information session on Sustainability (Triple Bottom Line) Accounting, on Saturday 17 April 2010 at 9am for 9.30 start at the Tewantin Council Chambers.

Please rsvp to comms@noosabiosphere.org.au