On Tuesday, May 15, Dunkiel Saunders’ Brian Dunkiel served as moderator for a panel discussion entitled “Green Marketing: How to Be Effective” at VBSR’s Spring Conference. The panel, which included Seventh Generation’s Joey Bergstein, Cara Bondi, and Chris Miller, provided a variety of viewpoints on the topic of green advertising, as each of its members serve in a different profession (scientist, marketing/branding professional, CR professional, and lawyer). With a variety of examples and discussion starters, the panel invited attendees to consider the advantages and drawbacks to various green marketing claims, as well as the potential pitfalls. The panel discussed the FTC’s proposal to revise the Green Guides, including its proposal to provide new guidance on renewable materials, renewable energy, and carbon offsets. The proposal also sets forth revisions to unqualified general environmental benefit claims, unqualified degradable claims, compostable claims, and free-of claims. Other discussion points included how to create a sound claims review process, best practices for crafting green marketing claims, and what good green marketing claims can – and can’t – accomplish for your business.
Check back for updates on similar presentations in the future.