Changes are ahead in the Federal Trade Commission’s guidelines for “green” marketing, and professionals in design, marketing and advertising have an opportunity to shape the standards-to-be. Today at the LivingPrinciples.org, Don Carli, a senior research fellow at the Institute for Sustainable Communication, explores why the creative community’s role in this process is critical … and how you can get involved in the discussion.
Green marketing is in front of consumers’ eyes every day. But there’s a vast gap between what marketers think green claims mean and what consumers really understand. To bridge the divide, the FTC is proposing revisions to its “Guides for the Use of Environmental Marketing Claims,” also known as the Green Guides. In his article, “Design, Green Marketing and Greenwashing: How Proposed Changes to the FTC’s ‘Green Guides’ Can Impact You,” Carli explains the Green Guides, the proposed standards and what designers, marketers and advertisers can do to guide the process.
On Friday, November 12, from 11:30 a.m. to 2:30 p.m. EST, Carli will host a Tweetchat (a live conversation on Twitter) in which he’ll discuss the issues and field questions. Join the discussion at Savorchat.com, or follow and submit tweets on another Twitter platform using the hashtag #LPchat. [TB]