Don't Kill a Message Until You try to Understand It.

Recently in class we discussed green-washing in advertisements, specifically those on the green-washing index. As we praised the best rated (most authentic) Eco-friendly ads, and tore apart the worst rated (most bogus) ones, I began to think about how someone who isn't studying advertising would react to these ads. As an advertising student, it is easy to analyze every part of the ad from what they claim to what how they cast it. But what about for the average consumer? Some of these ads are ludicrous in their claims, but if you aren't looking beyond the ad (which a lot of people don't) then what makes them seem so ludicrous to present to the public? Yes, on one hand it is your moral responsibility as an advertiser to not lie about your message, but I feel that we place too much emphasis as advertisers on what is greenwashing or not.

For example, we discussed the above listed ad by Chevron that asks people to think twice about when they drive and, like they are trying at their company, try to drive less (or at least smarter like carpooling). Most of the class stamped this ad as severe greenwashing because they are essentially asking the consumer to purchase their product (oil) less which is tough to believe from a business perspective. But if you look at the ad and compare it to the universally accepted definition of greenwashing then they are actually completely legitimate in their claim. They are not lying to the consumer nor are they boasting some unreachable claim. Chevron is actually doing what all those who support anti-greenwashing advertisers desire, a world where people try to make a differance, even if it they are only small steps.

To go back to my original question of whether a the general consumer will be able to pick apart and analyze ads as well as those who are in school studying it? Sometimes those who study a subject such as sustainable advertising forgets the mindset of the general consumer and thinks as they would viewing these ads. My advice to these people is to remember that the world isn't consited of people who think in your mind set, but rather may not be an expert in every field of knowledge. This doesn't mean you should trick the public or lie with your message, but when a company asks people to try and make small changes in their life to make a difference, don't bash them and try to stop their attempt at sustainability simply because you don't believe their message is genuine. After all, how do you know if it is or not unless you dig deeper?