© 2009 the mcmilker group, llc

Greenwashing

What To DoWhat Not ToWhat’s Next

The Eco Investment Club San Diego July 28, 2009

© 2009 the mcmilker group, llc

The Seven Sins of Greenwashing

• Sin of Hidden Trade-off (Paper)• Sin of No Proof ( % Post Consumer Waste)• Sin of Vagueness (Natural)• Sin of Worshipping False Labels (Carpets) • Sin of Irrelevance (CFCs)• Sin Of Lesser of Two Evils (Organic Cigs))• Sin of Fibbing

© 2009 the mcmilker group, llc

Where do we go from here?

• Companies need to understand and work with their stakeholders on sustainability

• Customers• Vendors• Consumers• Press• Advocates• Government

© 2009 the mcmilker group, llc

Don’t Say Your Green – Say You’re Trying

© 2009 the mcmilker group, llc

Watch out for Loaded words – Natural etc.

© 2009 the mcmilker group, llc

Don’t Reach

© 2009 the mcmilker group, llc

Green Your Partners

© 2009 the mcmilker group, llc

Embrace Advocates

© 2009 the mcmilker group, llc

Manage Your Image through Social Media

© 2009 the mcmilker group, llc

The “Dos” of Greenwashing

• Don’t Say Your Green – Say You’re Trying

• Watch out for Loaded words – Natural etc.

• Don’t Reach• Green Your Partners • Embrace Advocates• Manage Your Image through Social

Media

© 2009 the mcmilker group, llc

Case Study

© 2009 the mcmilker group, llc

Case study

© 2009 the mcmilker group, llc

Thank You

@mcmilker

themcmilkergroup.com