ACE awards, conferences & exhibitions
UK BUSINESS:
GREEN WASHERS
AND GREEN WINNERS
T
he Chatsworth Communications survey respondents. ‘under-estimating its carbon footprint
‘FTSE 100 green washers and BP’s high-profile pollution activities as tenfold’.
green winners’ survey polled part of its core activities in the energy sector It was pointed out that Tesco has
1,500 UK national and trade inevitably mean it starts from a more pledged support for local farmers, but with
journalists, sustainability experts challenging position. “How can an oil estimates that the food in the average UK
and political groups to measure company ever hope to be green? It sells oil shopping trolley has travelled up to 100,000
which major UK companies are perceived and oil is polluting,” said one respondent; it miles, it was suggested that “Tesco needs to
by opinion formers to be leading the way on was pointed out, though, that “BP is greener clean up its supply chain’ and ‘switch from a
sustainability issues and which are than most of its competitors”. global supply chain”.
considered to be plastering a green image BP also stands out in the survey as the Airlines likewise find themselves in a no-
over little substance. company considered as having the best- win situation, according to some
publicised green campaign, with 40% of respondents. While one commentator
The results reveal a startling gulf between the massive levels of
investment by companies in sustainability programmes and their
perceived effectiveness.
RESTRAINED OPTIMISM respondents indicating they
Anecdotal evidence from many survey had direct knowledge of BP’s
respondents reveals a sense of optimism communications on
that British business is moving in the right sustainability. But “their
direction to address the impact they have on branding seems to deliver
the environment, with an appeal for green more than they can possibly
groups and business to work more closely to deliver,” said one
achieve a common goal. commentator. “It produces
This is tempered, however, by a degree oil - which has nothing to do
of cynicism. According to the results of the with tigers running through
survey, the real motivation for FTSE 100 the undergrowth, or that
companies to adopt green policies is yellow/green sun logo it
perceived to be firstly, to protect company uses.”
image (27%), followed by consumer This demonstrates that it
pressure (20%), and thirdly because it clearly isn’t enough to be
makes good business sense (18%). Just 1% making the right noises if
of respondents believe UK companies are they’re not supported by what
motivated by genuine concern for are perceived to be genuine,
the environment. positive actions. BP’s day-to-
Respondents also feel that business day business operations are
responds reactively rather than proactively to viewed by the survey
customer demand, and that business is self- respondents as incompatible
serving rather than altruistic in nature. with a sustainable agenda,
irrespective of how the
PERCEPTION AND SECTOR company argues otherwise.
Perceptions of the sincerity and It was acknowledged by
effectiveness of corporate green campaigns those questioned that
are closely linked to sector. No matter how supermarket giant Tesco has
hard oil companies and airlines, for taken steps to reducing
example, try to improve their green energy consumption and
credentials, their efforts are always likely to carbon emissions in its stores.
be perceived as greenwash as they are It was also felt, though, that the company suggested that there was “not much of an
ultimately big net polluters, according to uses headline-grabbing publicity stunts while attempt to greenwash” on the part of British
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SUSTAINABLE FM | NOVEMBER 2007
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