Ecotourism - upload.wikimedia....

• Your eco-brand permeates your website, literature and even
the labeling of your product.
Eco-Branding: Beyond Green Washing
• The growing environmental awareness amongst consumers is
also affecting how brands are marketed.
• Many are now rushing to promote themselves as
environmentally responsible to appeal to today‟s eco
conscious consumer
• Great example of an eco brand is HOWIES clothing, which makes all of its clothes from eco
textiles, such as organic cotton, Merino wool and recycled cotton
• In recent years the eco movement has been joined by larger companies launching green
offshoots to their main operations.
• Currently the UK‟s green trend setters include Marks & Spencer‟s „Plan A‟, General Electric‟s
„Ecomagination‟ and BSkyB‟s „Carbon Neutral‟
• The Advertising Standards Authority (ASA) issued a warning that some of the green claims
being made by brands in their advertising might not be genuine
• Came after it took action against a number of car manufacturers because of their shaky „clean
technology‟ claims in their marketing.
Eco-labeling
• Eco-labels are affixed to products that pass eco-friendly criteria laid down by government,
association or standards certification bodies.
• The criteria utilize extensive research based on the product's life cycle impact on the environment.
• Examples of eco-labels include the Japanese Eco Mark, International Energy Star, USA Green
Seal and UK BREEAM.
Eco-labeling: Background
Eco-labeling entered mainstream environmental policy-making in 1977 through Germany‟s Blue
Angel program. Since then, eco-labels have become one of the most high-profile market-based tools
for achieving environmental objectives
Main features:
• Eco-labels differ from green symbols and environmental claims in that the latter are unverified and
created by the manufacture or service provider.
• Products awarded an eco-label have been assessed and verified by an independent third body and
are guaranteed to meet certain environmental performance requirements
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