The vast majority of New Zealanders want to buy more sustainable products and services, and are more likely to evaluate products and services on ethical and environmental criteria than ever before.
Yet nearly three-quarters can’t name any green brand leaders. Clearly, there's a gap here to be filled.
But the rules for marketing green promises are strict and many businesses break them by mistake.
The Marketing Association is running a one-day course (followed by a one-hour followup webinar) on August 27 on marketing to the new breed of ethical consumers. It covers how to differentiate your brand while avoiding the risk of greenwash and greenwaffle and how to comply with advertising law in this area (don't risk courting the wrath of the ASA or Commerce Commission).
More info here.