word, so when they see that a product is called natural, they assume it means that the product is whatever they assume the definition of “natural” to be. Clorox takes advantage of this opportunity to trick consumers into believing whatever they want to believe. Green Works products are not made completely from natural resources and do have some toxic chemicals. More and more customers are trying to avoid buying products like these, but if they see “naturally” next to the bottle of Green Works in a beautiful field, they might believe that the product is more “green” than it is in reality and buy it based on false information. An additional aspect of the ad that might give consumers false peace of mind regarding Green Works’ safety and its potential to harm the environment is the Sierra Club logo in the bottom right corner. According to Sierra Club’s website, the club has over 1.3 million members nationwide and has been advocating for environmental protection for over 100 years. Because of its prominence and history, many people respect the Sierra Club and will take it seriously when they see the Sierra Club logo on a product or advertisement. It is unclear whether the Sierra Club actually believes that Green Works is a beneficial product or is more interested in the revenue it is receiving from having its logo displayed on advertisements. Many Sierra Club members have voiced their outrage over the endorsement and some local chapters have publicly denounced Green Works (Frazier 3). This disagreement among the ranks suggests that some of the more active environmentalists in the country have doubts about how eco- friendly Green Works products really are, but the logo remains on the advertisements regardless. Most consumers are unaware of this turmoil. Consequently, they probably presume that all of the Sierra Club supports this product and that Green Works is a good green line of products.
9 The ad also features one other organization’s name, which is in the ad to convince consumers that Green Works products are not only green, but also trustworthy, effective products. On the Green Works bottle, there is a Clorox logo. Clorox is the company, which created Green Works, but its decision to put its name on this line of products is an interesting one because normally the Clorox company is associated with toxic chemicals and harmful products. It appears that Clorox is trying to avoid what Ottman, Stafford, and Hartman refer to as “green marketing myopia.” This marketing pitfall occurs when companies try to promote an eco-friendly product, but are unable to convince consumers that the product will also perform well. These authors argue that companies must also appeal to a customer’s satisfaction with the product. Clorox is a brand that has become known for having powerful products that consumers can trust with their cleaning needs.
- Summer '17
- Environmentalism, clorox, Clorox Going Green