âOne of the big issues our clients have is there are no clear standards,â said Elaine Lennox, VP-marketing for the IBM Systems and Technology Group, in Thursdayâs morning keynote speech at the Direct Marketing Associationâs DM Days New York conference.
IBM last year introduced IBM Big Green, its initiative for itself becoming environmentally friendly and helping its IT clients do the same.
Lennox said in order to implement green marketing, marketers need to stop thinking about it as a marketing initiative and start thinking about it companywide.
âDonât think about green in terms of âHow do I make this product look green?â â she said. âYou are âgreen-washingâ it in that scenario. Instead, ask: âHow will I make my company green and make my products green because of it?â â
Lennox added that honesty in advertising, transparency and the ability to verify the green claim with documented, auditable processes are also critical.
âPeople are becoming more educated in this area, so you have to be careful about what you do in your advertising,â she said. âYou canât just make claims in your advertising anymore that are not verifiable.â