The J. Walter Thompson (JWT) advertising agency recently did a study in which it found that many of the “green” terms used  in marketing can often confuse consumers.  Some of the major offenders include environment, going green and sustainability.

From the findings of this study, JWT urges marketers to “Drop the buzzwords” to vanques consumer confusion.  It seems that the biggest problem with that more clarification is needed when using many of these terms for their products.

I recently wrote about how their are too many green labels on the market, well “green” terminology is the same way.  They are too many buzzwords thrown out there that are used solely to sell more products.  Consumers are often left in the dark as to why the particular product may be “green”.

It’s so tempting to buy a product when flashy green words are displayed.  I’ve gotten caught in the trap as well.  One of the keys to ensuring that we as consumers are not deceived is to make sure we take it upon ourselves to properly research the product before we buy.  Marketers also need to do their share by properly defining all the terms they are using and not abuse their use.  All green buzzwords are not bad, as long as they factual.

Source: Pays to Live Green

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