“How many trees must be lost so you can print your e-mail? Print responsibly.”
“Think before you print and save a tree.”
“Save Trees. Print only when necessary.”
“By not printing this email you’ve helped save paper, ink, and millions of trees.”
These are just some of the statements I’ve seen in email signatures, in my inbox and around the web. I usually ignore them as meaningless, feel-good fluff, but a recent Skypeversation with Don Carli prompted me to give the issue another thought. Specifically, Don asked: “Where are those trees they’re claiming to save?” In other words, Don asks anyone claiming to save trees by not printing to submit proof that going digital actually saves trees, how many trees are saved, and what particular trees are saved that way.
The larger point concerns substantiation of marketing claims. Marketing has its role, which it should be fulfilling with statements backed by hard evidence. At stake is more than greenwashing – we’re talking credibility of your brand. Sustainable marketing is an evidence-based practice.
It’s pretty simple and straightforward (so much so it pains me to have to say it): The way to keep misleading claims out of your marketing is to not use them. Say only what you can prove with concrete, measurable evidence. Keep everything else to yourself.
If you encounter any website examples of tree-saving claims, please get in touch with Don – he’s creating a collection. Otherwise, share examples of your “favorite” unsubstantiated claims in Comments.
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Image credit: ilovepics11
