In general, marketing and advertising have done more to stimulate consumption of our world's scarce resources than the treasuring of them. The marketing profession has fostered consumer wants and prospered. At Good Sense, we think it's payback time.
We reckon marketers need to take responsibility for the impact of our strategies and show leadership on sustainability. But we also think sustainability is the most exciting area in business right now. And as creative problem solvers and communication experts, marketers have a lot to offer. Follow our Green Marketing commentary on @GoodSenseMktg
This brilliant 20 minute video from www.storyofstuff.com includes a great explanation of marketing's role in fostering a wasteful and polluting society.
Learning and training
Good Sense is proud to belong to the Sustainable Business Network. We're learning all we can about how to best practice green marketing. It's a new and rapidly evolving field the world over.
Since 2009, Kath has been sharing her learnings so far by teaching a short course in green marketing, Marketing for sustainable business, at the University of Auckland and as a speaker on green marketing at industry events.
At Good Sense, we do what we can to support all our clients on their journey toward sustainability. We're also very proud of the work we have done with organisations that are leaders in sustainable business, including:
- Green Air
- Sustainable Business Network
- Clean Planet
- The Farm Butchery
- Project Green
- Solar Association of NZ
- Lower Emissions
- Soar Printing
- Good Magazine - HB Media
- Prometheus Ethical Finance
- Element Magazine - NZ Herald
- EcoMatters Trust
- Project Litefoot
"Clean Planet engaged GoodSense to run a workshop and make recommendations on our brand tagline and website structure. We couldn't have been more delighted with the results. The workshop was enjoyable, forging new insights amongst our team, and was a highly time-effective way to proceed. The workshop moderation was fantastic and we were able to move to implement the recommendations that followed straight away. It was a very positive experience that I am confidant will lead to very good outcomes for Clean Planet. We look forward to using GoodSense again in the future." Matthew Morrison, Director, Clean Planet.
"GoodSense assisted the Solar Association of New Zealand with developing communication, branding and marketing strategies. They provided us with clear, insightful and leading edge marketing and communication channels and strategies. All contracted services were conducted in a highly professional manner, timely delivered." Dana Darwin, Business Development Officer, Solar Association of New Zealand.
As well as working with green business clients, Good Sense owner and Managing Director, Kath Dewar, has a track record of successful voluntary work in this area. She has also taught green marketing at the University of Auckland and is a product review panelist for Planet Goodness.
Senior marketing consultant Natalie Guy also worked as Marketing Manager for the Sustainability sector at NZ Trade and Enterprise, gaining extensive experience in helping green businesses export. All GoodSense team members share a commitment to green business values and we won't take on clients insensitive to the social and environmental impact they have.
While it can be tempting to make general claims about sustainability to reassure customers, green advertising claims are strictly regulated in New Zealand. 'Greenwash', advertising which makes environmental claims that mislead, distract or exaggerate, can carry severe penalties under the Fair Trading Act.
It's important to make genuine improvements to the core impact your products and services make, before you commit to sponsorships, ads or other promotions.
You can read Kath's observations on greenwash here or her quick consumer guide to Greenwash on the Good magazine blog here or contact Kath on 09 973 0960 if you'd like to find out more about how to practice good green marketing.
Green marketing community
If you're a marketing professional interested in the role marketing can play in a more sustainable future, join the LinkedIn group 'green marketing & advertising NZ' and take part in the discussions.