Fw: Greenwashing at Copps Buildall

 

From: caroline

Sent: Monday, May 05, 2008 2:37 PM

To: LAN

Subject: Greenwashing at Copps Buildall

I thought people might be interested in some correspondence I've been having with Copps Buildall, regarding the "Think Green" signage they're using in their stores.  I've put the messages in order, starting from the top.

 

(e-mails between Copps and Caroline Lightowler included in message.)

Misleading Signage - My Reply

From: caroline

Sent: Monday, May 05, 2008 2:26 PM
To: Cheryl Neale
Cc: Randy Becker
Subject: Re: Misleading signage

To:
Cheryl Neale
Marketing Manager
Copp's Buildall

I had a feeling that this would be the response. I would be prepared to believe 'think green' meant spring, if it were not for the following:

1) By far, the largest 'Think Green' wording in the flyer is conveniently located right next to the 'Every Kilowatt Counts' symbol, and on a page covered in products like CFL bulbs, recycled decking, and rainbarrels.
2) The placement of your 'Think Green' signs does not appear to have much relation to spring. ("Think green! Single lever handle tub and shower faucet - $79.99")
3) I don't believe you're naïve enough to think people will equate the 'Think Green' phrase with spring instead of being environmentally-responsible. The phrase is commonly used in the media, and is obviously not primarily spring-related.

This is a straightforward case of Greenwashing.

Caroline Lightowler

Misleading signage - Response from Copps

----- Original Message -----

From: Cheryl Neale

To: mailto:carolinelightowler@hotmail.com
Cc: Randy Becker
Sent: Monday, May 05, 2008 9:12 AM
Subject: Misleading signage

Dear Caroline,

Thank you for your recent email regarding our "Think Green" Spring promotion. In reference to our heading, it was actually to convey a "spring" message as everything outside is finally turning green. You will see in our flyer that any reference to products being green is not mentioned at all. However, if you only saw the signs in the store I can understand how this would be misleading. Copp's Buildall has made an effort to be "green" - we offer our customers cloth bags that can be re-used for their purchases, we reduce our lighting in each of our stores throughout the high demand summer season and we try to promote items that will have a benefit to our environment (recycled paint, etc.)
I sincerely hope that you will change your mind about shopping at our stores and we in turn will try not to mislead our valued customers with these types of heading and signage.

Thank you for bringing this to our attention.
Cheryl Neale
Marketing Manager
Copp's Buildall
ph: 519.679.9000
email: cheryln@coppsbuildall.com

Misleading signs

To:  Copps Buildall

 

 

I was appalled when I visited your store on Dundas St. in London, today, to see the signs posted all over certain products saying 'think green!'

 

Attempting to promote products as enviromentally friends, when they have no positive impact on the enviroment at all is highly unethical.  Your flier uses the phrase 'think green!' to promote recycling products and CFL bulbs, which makes sense, but using it to promote sales on barbecues and faucets (not low-flow) is clearly intended to be misleading.

 

Perhaps you could put more time into being 'green' rather than simply greenwashing.

 

"The term 'greenwashing' is generally used when significantly more money or time has been spent advertising being green (that is, operating with consideration for the environment), rather than spending resources on environmentally sound practices. This is often portrayed by changing the name or label of a product, to give the feeling of nature, for example putting an image of a forest on a bottle of harmful chemicals."

 

I am unlikely to be visiting your store again, and will find somewhere else for supplies for my summer building projects.

 

Caroline Lightowler