Comments on: ConAgra Commits to Sustainability

By: Ted Mininni

Ted Mininni — Fri, 03 Apr 2009 12:48:08 +0000

Rebecca,
You’ve raised a point many consumers are concerned about. It’s important to discern greenwashing from legitimate moves toward sustainability. Greenwashing and the perception of greenwashing comes about when companies either misstate or exaggerate their environmental efforts. In the case of WalMart, the company has taken decisive, measurable steps to work with its suppliers to cut back on packaging, for example. They have also maximized trailer loads of merchandise and streamlined distribution to cut down on carbon emissions. Just a couple of ways they are steadily making positive improvements. While one of the world’s largest retailers may have other areas it needs to work on, the company is taking steps to change its M.O. for the better. When the proof of a company’s statements is there for all the world to see, it ought to be applauded and encouraged, in my view. Ditto for ConAgra: the proof will be in the pudding, Rebecca. This is such a large company that if it does not live up to its statements, it will pay a heavy price in the court of public opinion and suffer cuts in consumer purchases. Positions like these have to be backed up with substantive action; there is no place to hide anymore. Frauds are quickly found out and discussed.
Thanks, Rebecca for bringing up an important issue. I appreciate it.

By: Rebecca

Rebecca — Thu, 02 Apr 2009 21:12:06 +0000

Interesting — I wonder if it will be perceived as “greenwashing”? As a consumer, I tend to be skeptical when corporations like Wal-Mart or ConAgra jump on the sustainability bandwagon.

By: Ted Mininni

Ted Mininni — Tue, 31 Mar 2009 18:52:57 +0000

You’re absolutely right, Paul. Consumers are increasingly demanding, and buying, greener products. You might want to take a look at IRI’s recently published survey “Sustainability: CPF Marketing in a Green World”. http://us.infores.com/Insights/Publications/TimesTrends/tabid/106/Default.aspx. Very telling information.
To answer your question, it’s important that companies communicate their environmental positions in every customer touch point: website, advertising, marketing materials, packaging, call centers, etc. It’s equally important that they resist the temptation to exaggerate their efforts at sustainability. If they do, they will be exposed as shams and greenwashing creates a terrible backlash.
Thanks for weighing in, Paul. I appreciate your comments.

By: Paul B

Paul B — Tue, 31 Mar 2009 18:42:31 +0000

Ted, the environmental consequences of production/manufacturing methods in some countries is starting to catch up with us on a global basis. Green is gold, and I believe will matter more and more to consumers in the next five years.
Now, besides the financial ROI argument, how do companies best go about tooting their horn and getting credit for the good work they’re doing with Green initiatives?