Frause’s sustainability lead speaks about authentic “green” public relations
I recently spoke at the Built Green Conference on marketing green buildings and developments while avoiding the pitfalls of greenwashing. The subject is an important one, especially as consumers become more savvy and informed on what makes a home - or any product - truly “green.” This brief clip addresses the benefits of offering environmentally responsible products and services, and how this, combined with public demand, drives innovation.
During his keynote address at this conference, Robert F. Kennedy Jr. took some large PR firms and the media to task on sometimes misrepresenting the impact business can have on the environment (he addressed the coal industry specifically).
As the sustainable practices lead at Frause, I see our role as first checking any green marketing effort for authenticity and assuring that anything we help promote as green truly is green - that is, it actually offers a measurable, meaningful environmental benefit. Only then can we help our clients create and share compelling and accurate environmental messaging that will resonate with their customers and build their reputation. As a result, we can help our clients improve their bottom line while they work to create a healthier world for generations to come.
http://vimeo.com/3564412 from Frause Visual on Vimeo.
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