These days it seems that not a day passes by without some reference to the environment and global warming in the media.

And with PR consultants (myself included) banging on about ‘piggy-backing’ on topical news and issues, it’s easy to see why many businesses are tempted to jump on the green bandwagon, labelling their goods and services or business practices as environmentally friendly.

But a word of caution: if the green claims you make about your business cannot be substantiated, you could be accused of ‘greenwashing’.

The Chartered Institute of Public Relations (CIPR) recently published a set of guidelines on ‘green PR’, which include a warning about greenwashing.

The term ‘greenwash’ is used to describe business activities where more time and/or money is spent on promoting being green than is spent on actually adopting more environmentally sound business practices.

And greenwashing really isn’t good for business.

Certainly, it may result in an initial flurry of sales from green consumers hungry to buy environmentally sound products from eco-friendly businesses. But in the long term it will do more damage than good to both sales and reputation.

When any loose or unsubstantiated green claims come to light, people will lose trust and respect in the brand, will make no further purchases and will expose the greenwashing to other green consumers.

The CIPR guidelines make a really good point about green PR: it’s OK to promote being green as long as it’s done in conjunction with actively pursuing green business practices.

So if you’re thinking of running a green PR campaign, stick to the facts. Green fiction is not good for the health of your business! Not to mention the planet.

Add it!