New Campaign Challenges Perceptions About ‘Green’ Business Behaviour

Portrait of a young woman turning over pages of a magazine

Which media channel is the greenest, and are we supporting the wrong channel with our ‘green’ choices? These are the questions being explored in a new campaign from Two Sides, a global initiative from the Graphic Communications Industry promoting sustainable business practices.

A distinctive feature of the modern consumer is that they want to purchase products and services that are environmentally friendly and socially responsible.

Many providers of goods and services recognise the impact of this trend for path-to-purchase decisions and their marketing strategies now include a variety of green claims, such as ‘pure, natural or eco-friendly’, to entice the socially and environmentally conscious consumer.

“Our experience to date is that many companies don’t realise the environmental credentials of paper. We challenge the ‘go paperless’ position and help educate corporations,” said Kellie Northwood, executive director, Two Sides Australia.

“Once informed, companies are really supportive.”

However, the potential to confuse and mislead consumers with green claims is likely as environmental issues are highly complex and fast moving. This is especially pertinent as we become an increasingly digital society where the environmental and social impacts of technology are invisible.

Two Sides explores the impact of the messages that companies use to market their products and services to capture the attention of modern day consumers.

The issue was highlights in the ‘Black Balloon’ awareness campaign by Sustainability Victoria, that helped consumers visualise – through the use of representative black balloons – the amount of greenhouse gas that were emitting when performing simple tasks like laundry or watching TV.

As businesses move towards 100 per cent digital transactions, claims such as ‘save trees, go green and go digital’ are normal parts of marketing strategies, but these claims don’t consider the negative environmental impact of technology, the Two Sides campaign stresses.

According to a June 2016 Toluna survey, 83 per cent of respondents believe companies making negative green claims about paper are seeking to save costs.

Furthermore, 88 per cent agreed that, when responsibly produced, used and recycled, print paper can be a sustainable way to communicate.

The Two Sides campaign aims to help people gain better understandings of why paper and print remain both versatile and sustainable communication mediums, while working with Aussie companies to increase education.

Through this, Two Sides has confirmed that 70 per cent of companies contracted globally for misleading green claims have been receptive and removed inaccurate anti-paper claims. The list includes several major players in the service, retail, financial, telco and utilities sectors.

 




Please login with linkedin to comment

kellie northwood Parrot Zik 2.0

Latest News

Guinness Compared To A Cosmic Phenomena As Beer Brand Taps The Chinese Market
  • Campaigns

Guinness Compared To A Cosmic Phenomena As Beer Brand Taps The Chinese Market

Creative agency FRED & FARID Shanghai has partnered with the international brand Guinness to make a mark on the Chinese market by envisioning and developing “A Whole Universe” – a visual odyssey honouring one of the most iconic beers. There are briefs that one cannot turn down, like the one to introduce the most iconic […]

The Chaser’s Craig Reucassel To Host ABC Breakfast Radio, Valentine Returns To Afternoons
  • Media

The Chaser’s Craig Reucassel To Host ABC Breakfast Radio, Valentine Returns To Afternoons

Craig Reucassel (left) of The Chaser and dear friend of B&T, will take over hosting duties on ABC Sydney breakfast radio, with James Valentine returning to afternoons and Indira Naidoo handing over control of her evening show to producer Renee Krosch. Reucassel has produced three seasons of War on Waste for ABC TV since 2017 and last […]

Tyreright Appoints 27 Degrees Media
  • Marketing

Tyreright Appoints 27 Degrees Media

New-generation media agency 27 Degrees Media has been appointed to manage digital media for national tyre retailer Tyreright in one of its first Australian client signings. Lead Image: Loan Morris – 27 Degrees Media CEO Under the partnership, 27 Degrees Media will be responsible for all digital media strategy, planning and buying, along with influencer […]

The Works Distills “Question Everything” For Archie Rose Distilling Co.
  • Campaigns

The Works Distills “Question Everything” For Archie Rose Distilling Co.

The Works has announced the launch of ‘Question Everything’ a new brand platform and campaign for their newest client, Archie Rose. As a nine-year-old independently owned and operated Australian multi-spirit distillery, Archie Rose has garnered a devoted following among existing customers, with a reputation primarily built on white spirits – particularly gin. However in line […]

farsiight Unveils New Market Positioning Putting Growth for Good Over Growth At All Costs
  • Marketing

farsiight Unveils New Market Positioning Putting Growth for Good Over Growth At All Costs

Brisbane performance agency farsiight has announced the launch of its new market positioning, Growth for Good, in response to a changing business landscape, marking a departure from a “growth at all costs” mentality that has defined the industry in recent years. Agency founders and brother duo, Josh and Ben Somerville, envision Growth for Good as […]

By Land Or By Sea: GoTransit Offers Options Galore For Transit Advertisers In Newcastle
  • Advertising

By Land Or By Sea: GoTransit Offers Options Galore For Transit Advertisers In Newcastle

Australia’s largest privately owned transit media supplier, GoTransit Media Group, now offers unprecedented options for transit advertising in Newcastle – on both land and sea following their successful tender to supply interior advertising inside the popular Stockton Ferries. The national transit media company is already well acquainted with the thriving NSW market, having successfully operated […]

‘People First Bank’ Heritage & People’s Choice Bank Unified
  • Marketing

‘People First Bank’ Heritage & People’s Choice Bank Unified

Heritage and People’s Choice have launched People First Bank, the new name for positive change in banking Australia’s largest customer-owned bank has unveiled its new brand, announcing that Heritage and People’s Choice will be unified under the new name of People First Bank. Chairman Michael Cameron said the highly anticipated new brand offered a compelling […]

L’Oréal Aus & NZ Partner With Great Barrier Reef Foundation, Announcing Large Investments
  • Marketing

L’Oréal Aus & NZ Partner With Great Barrier Reef Foundation, Announcing Large Investments

L’Oréal Groupe Australia and New Zealand have announced one of the largest investments to the Great Barrier Reef Foundation to pioneer new coral restoration efforts in the region. L’Oréal Groupe Australia and New Zealand have announced today a new partnership with the Great Barrier Reef Foundation (GBRF), to help coral reefs withstand the devastating impacts […]

Media.Monks Names Matthew Godfrey EVP, Head Of Content In APAC
  • Marketing

Media.Monks Names Matthew Godfrey EVP, Head Of Content In APAC

Effective immediately, S4Capital’s operating brand Media.Monks, a digital-first marketing and advertising services company, has appointed Matthew Godfrey to lead its APAC Content practice. With over 15 years of experience leading innovative businesses in the Asia-Pacific region, Godfrey will support a best-in-class senior leadership team across the region as EVP, head of content, APAC. He joins […]

How AI Is Empowering Small Businesses With Creative Collaboration
  • Opinion

How AI Is Empowering Small Businesses With Creative Collaboration

Chandra Sinnathamby, Adobe’s director, digital media B2B strategy & GTM, Asia-Pacific, explains how the tech firm is empowering its small business customers with new AI tools, including its Adobe Firefly tools. In today’s fast-paced digital landscape, small businesses face numerous challenges when it comes to creating captivating content that resonates with their audience. Despite the […]

Opinion

by B&T Magazine

B&T Magazine
Candace Warner, Tom Tilly & Harley Breen Kick Off Summer On Triple M
  • Media

Candace Warner, Tom Tilly & Harley Breen Kick Off Summer On Triple M

Summer mornings are heating up with Triple M again in 2023, thanks to the star-studded line-up of Harley Breen, Candice Warner and Tom Tilley, who are joining forces each weekday morning from 6-9 am for Triple M’s Summer Breakfast show. Airing from 4 to 15 December in Sydney, Melbourne, Brisbane, Adelaide and streamed live on […]

Jimmy & Nath, Hamish & Andy And Seany B Light Up Christmas At Hit Network
  • Media

Jimmy & Nath, Hamish & Andy And Seany B Light Up Christmas At Hit Network

The Hit Network has announced its summer line-up for 2023, kicking off on Monday, 4 December, featuring The Jimmy & Nath Show, Hamish & Andy podcast, Nights with Seany B and special return celebrations for Christmas Day and New Year’s Eve. Hit’s cheeky radio duo Jimmy Smith and Nath Roye of The Jimmy & Nath […]

AFFINITY Launches Worley Rebrand As A Force In Sustainability
  • Marketing

AFFINITY Launches Worley Rebrand As A Force In Sustainability

Full-service CX, media and advertising agency AFFINITY has completed an 18-month-long global rebranding for ASX-listed engineering powerhouse Worley. The rebrand reflects Worley’s commitment towards being a leading force in sustainable change. Worley, a global provider of professional services in the energy, chemicals and resources sectors working across six continents, has set out on a significant […]