Paint my plane green...

After almost a month back at work I am now fully back in the swing of things and today Futerra launches our first report since my return - The Greenwash Guide. The last couple of years have seen a dramatic upsurge in corporations falling over each other to try and 'outgreen' the competition and convince increasingly enlightened and environmentally discerning green consumers to part with their hard earned 'green pounds'. The trouble is, a lot of this 'green' marketing, usually by carelessness and/or over enthusiasm by underqualified marketers, is full of porky pies and exaggerations. So what we all cry! Surely that's what marketing does, embellish the claim , manipulate desire and flog more product! True, but the danger here lies in the potential for creating a cynical reaction amongst consumers who then shun eco-products and undermine the entire green business case...

The battle is on for trust and credibility around green claims and just for fun we mocked up some fake ads for the report, my favourite of which is for an entirely fictional (ahem) short haul aviation company called 'Greenjet'. You can download a .pdf of the guide via this link and the ad is included for your enjoyment below...