This month I interviewed Scott McDougall, president of North American environmental marketing firm TerraChoice, to find out how the print industry is stacking up environmentally and discover his tips on how consumers can avoid greenwashing.
Historically, the printing industry has not always been known for its eco-friendliness. Are you seeing that turn around these days or do we have a lot of work left ahead of us?
I would say both are true, actually. The industry has really begun to take environmentalism seriously, but there is still a lot of work left to be done. This is not unique to the printing industry though; it is actually a sector that is ahead of most. That’s the result of the sector’s willingness to adjust its practices principally in forestry. Great progress has also been made in the areas of inks and VOCs and solvents as well, but there is a lot of distance left to go.
What are the goals of TerraChoice – what are you out there to accomplish?
Our mission is to work with the marketplace to advance sustainability. More specifically, to help environmental leaders win market share. We formed as a unit of the Federal Government of Canada back in 1995 to deliver the nation’s EcoLogo Program and our principle is still the same: using EcoLogo criteria to define environmental leaders. We want to help them build market share based on their genuine efforts. Our niche is the translation of great environmental science into great competitive advantage.
What are some things about TerraChoice that people may not be aware of?
I think that not many people realize the extent of the other things we do beyond EcoLogo. We have a new subsidiary called TerraVeritas, which is all about claim verification. We also have a marketing consultant practice and a marketing strategy practice. Because of our history and relationship with the government, and because of the things we’re passionate about, we are a very mission-driven organization.
We hear about greenwashing a lot these days. What are some tips you have for consumers to avoid being misled when making purchasing decisions?
We have spent a lot of time looking at greenwashing and the various ways that some companies might be misleading customers. In terms of purchasing decisions, I have three pieces of advice for consumers out there:
1. Despite your concern, don’t stop supporting greener products and services where you can find them. It is better to support the companies that are at least trying than those that aren’t. When you support a business that is claiming to be green, you are sending an important signal that this is something that is important to you. Don’t give up.
2. Look for legitimate certifications where you can find them. EcoLogo is one, but it is not the only one. FSC is another reliable certification in printing, and there are others as well. Remember though: not all genuinely green companies have a certification!
3.When you are choosing one seemingly green product over another, pick the one that is communicating the facts and providing proof. Choose the one that is providing more information and detail and has a greater amount of transparency in what it’s doing.
Are you seeing an increase in the legitimate use of eco-labeling, or are there still a lot of companies out there trying to pull the wool over their customers’ eyes?
Here again, both answers are true. In a recent survey we conducted, we saw the frequency of companies providing “no proof” behind their green claims going down, and we saw the use of legitimate labels going up. However, we also, unfortunately, saw a new phenomenon: marketers are branding products using what looks like a third-party certification, but actually is not. We call this the “Sin of Worshipping False Labels” (for more information about TerraChoice’s “Seven Sins of Greenwashing” study, see our Featured Markets consumer report on page 40).
How can companies use environmental certifications as part of their marketing strategy?
Certification can be an important tool to demonstrate environmental leadership, but it is important to remember it doesn’t suit all purposes. If a company is communicating a legitimate environmental message, and its customers are believing them, there may not be a need for it. Certification can be used as a communication tool and is meant for those companies and products that need to build a level of trust around their environmental claims.
Some organizations are demanding certification, but this is not true in all cases. The goal is to fill the credibility gap between the claim and the customer. If they have a credibility gap, they need to choose a certification program that is most legitimate and best recognized by its customers. Companies that become certified must remember though: don’t assume that this is the end of the marketing challenge. Really make use of the certification and explain its significance and value to customers.
What are some everyday steps that printing and graphic arts companies can do to try and be more environmentally friendly?
The most significant thing is to take an honest look at where they are today. They need to understand what their real environmental impact is. Ask yourself: what are our impacts? Are they principally based on the use of chemicals? Or are they principally based on paper choice?
Systematically, one step at a time, take action. It doesn’t all have to be done at once; it doesn’t even have to be done this year. It can be a journey. Once you start recognizing and achieving steps in the journey, be really proud about it – brag about it! Don’t take one step and claim you are green; keep going. Expect your customers to reward you, because they will. They will join you and support you on your journey.
