Green Marketing: Is Clorox Doing Good By Doing Bad?

A while back we received a detergent sample in the mail for some “green” detergent from Clorox.

We’ve worked pretty extensively in the eco/green industries, both in action sports and for “other brands” that don’t involve getting extreme.  We’re not pretending to be the greenest PR consultancy on the planet, but we try.  But when this sample came in, we thought “Green Works or Green Jerks?”

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Initially, we were wondering how can a company purporting to be ‘green’ make a single-use sample?  Isn’t the production of these little one-offs, many of which could possibly just get tossed right into the garbage, be doing more harm than good?  Isn’t this another case of corporate green-washing???”

Of course!  Right?  Maybe?  Maybe not?

Then we thought about it some more.  None of us had ever heard of this product.  So, never having seen this product before, if it is as good as it says it is, my getting exposed to it is a good thing.  Right?  Maybe? Well, yes.. we think.

You could argue that there are other avenues to promote this product, besides creating single-use samples.  The Web is filled with blogs and online magazines devoted to various things falling under the green umbrella, from green-tech to green-clean. But with all that, we’d never seen the Clorox Green Works product before this sample.

But what about others who want to try to be a little more eco-friendly, but aren’t huge online dwellers, staying plugged into Facebook and reading all the eco-media the Web has available.  How do you reach them?

It’s easy to throw stones at marketers trying to get green from going green and many times, they but I think it could be possible for non-green tactics to justify the end result.  If enough people go on to buy detergent that is made with plant-based, biodegradable cleaning ingredients, will that justify the waste created from these samples?

Honestly, we don’t know.  But, this did catch our eyes.  And we blogged about it.  And now you’re reading it.  Perhaps you may even try the product out.  And maybe it’ll be better for the planet than what you’re using right now.

So maybe the single-use packets from Clorox Green Works work?

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~ by doubleb on May 17, 2010.

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