Green Marketing

National brand tracking research has shown that consumers have a high awareness of climate change. They are changing behaviours at home and some are now beginning to change their holiday behaviours as well.

Changing consumer attitudes towards climate change means that consumers may perceive an operator negatively if they're not seen to be implementing expected standards in environmental sustainability.

Telling your sustainability story

Sustainability is never achieved, but is an ideal that we constantly strive to improve on. Instead of sounding like you are green washing in your marketing, experts recommend a different approach.

Tell your story as you improve your sustainability. Visitors are interested in you and your business; tell them your philosophy and your motivation for moving towards sustainability at the point of conversion, such as on your website, in your brochure and at your front counter.

Consumers will be driven to choose your product in the marketplace if your story reinforces their personal view. This can be a powerful way of connecting with your visitors by reinforcing their values and memories of Tasmania you also generate more opportunities for positive word of mouth referrals.

If operators fail to communicate their stories then ultimately the Tasmanian brand is weakened.

Marketing without green wash

If you want customers to distinguish your tourism product from others then your claims concerning your sustainability should follow these simple rules:

• Be accurate and don't make claims that could be misleading; if you've only made small changes then that's what you should say
• Claims should be able to be substantiated. Don't say 'we have increased our energy efficiency by 50%' unless you have the data to back it up. It's not enough to make a good faith claim
• Be specific and don’t make unqualified or general statements
• Statements such as 'good/safe for the environment', 'environmentally or eco friendly', and 'green', can all mean different things to different people
• Use plain language as consumers unfamiliar with technical terms will often make assumptions and may be misled
• Claims should have real benefits. Don't make environmental claims where the benefits are irrelevant, insignificant or simply advertise observance of existing law.

For more information on how to market without green washing see the ACCC Green marketing and the Trade Practises Act