Tesco is only one of a growing number of UK, European, and US companies that are differentiating themselves on the basis of green marketing (update to case study on p. 19 of Essential Guide).Part of Tesco's Greener Living program includes ClubCard rewards for recycling mobile phones, plastic bags, ink cartridges and more. The retail giant is also testing carbon footprint labels on selected products and inviting shoppers to leave unwanted packaging at the till (after they pay for purchases, of course).
However, consumers are also confused by the different and competing green-marketing claims made by companies. Therefore, some firms are applying for certification to display eco-labels from outside organisations such as the Carbon Trust as a uniform way of identifying green products (above illustration is from Carbon Trust site).
Yet both marketers and consumers would benefit from even more standardization in eco-labeling, such as the EU Ecolabel and the Nordic Swan. Industry self-regulation is another option. For example, the Australian Association of National Advertisers has a voluntary code for marketers who make environmental claims.
Watch for green marketing to evolve as customers demand more eco-friendly goods and services--and as companies compete more aggressively on the basis of green initiatives.
