Sydney Morning Herald 2009 (Fairfax Media)

It’s the proof in performance that will win out, says Green Solutions Marketing’s Chris Eccleston. “It’s a green marketing truth that you can’t just survive on your green credentials, the product or service has to perform well.”

Eccleston cites the eco-friendly “Earthlight” CFL energy saving light globe launched in 1994 with limited results. Several years later, the globe was renamed “Marathon” and was marketed as a way of saving money, proving far more successful. Before marketing a product or service Eccleston believes it needs to tick all the boxes including the ability to perform well and to be accessible...

Business Spectator 2010

While advertisers have sought to capitalise on the growing pressure to appear to be green and environmentally friendly, Chris Eccleston from Green Solutions, a Brisbane-based marketing consultancy, says that for consumers to be swayed by the green claims, the brand has to associate itself with a third party endorser and be able to verify such claims on its packaging.

Eccleston’s view underlines the idea that being seen to be doing the right thing can be quite different to actually doing the right thing.