ISM AND ISEG MBA - Développement durable

The limits
Several sources of limits can be distinguished which can render the target, the customer, dubious
towards Green Communication. First, there is the publication of false or misleading information.
Some companies do not disclose all available information to the consumer and so demonstrate a
certain lack of transparency concerning their manufacturing procedures (for example, the level of
rejection of CO2 from their plant or their failure to recycle some of their products…) or the
traceability of raw materials consumed. So when contacted, consumers become suspicious when
faced with false information, the majority remaining skeptical in the absence of quantifiable
evidence.
There is also "Green washing", a term describing certain forms of company communication
relating to its sustainable development strategy, these which deliver a loud message, but which
are hollow in the sense of total absence of follow up action. There are companies which lie to the
consumer to attract new custom or to exploit the loyalty of others. They are adept at persuading
people to believe that the high selling price charged for their Green Products is partly due to their
direct involvement in environmental protection activities or to donations to NGOs which are
oriented towards protection of the environment.
b. Alternative types of communication
As suggested above, companies involved in ecological matters invest heavily in communication;
this serves first to attract new custom, then to develop loyalty in consumers buying their brand
name. However, these companies go further by using this tool to achieve other goals, specifically
in internal communication directed at employees or shareholders. When all interested parties are
so informed and share a common responsibility for environmental protection, a better company
image frequently emerges due to a common message appearing at each level of the company:
ecologist shareholders will be more ready to provide funding; employees will derive a sense of
pride from working for a Green company; and trading partners will be persuaded to offer
discounts or help promote and distribute company products.
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