Yesterday I opened my Sunday supplement to find a double page ad featuring these two quite incredible looking BMW electric cars. "Wow!" I thought, until I noticed they were both concept cars. Digging a bit deeper, I found that BMW hope to have a production version ready by 2013.
Hmmm. Is this greenwash I asked myself (and Twitter)? Is it within the rules of green marketing to show a work in progress in such a prominent way? After all, the project could be quietly shelved before it comes to fruition, but the reader would be left with the impression that BMW is "doing something green".
But the bigger issue is the difference is whether promises count, as opposed to results. As I explain in The Green Executive, the green business battle line has moved past promises, commitments and speeches to delivery, results and installations. It is no surprise that Toyota has topped Interbrand's Top 50 Green Brands 2011 - they've had the iconic Prius hybrid on the road since 1997, not floating around in concept land.
As that battle line inches forward, what used to be regarded as good green performance is now seen as old hat. And it is not what you intend to do that matters, but what you have done.
To me there are four key milestones that companies and organizations go through on their journey to sustainability. First is the 'promise' (also called commitment), second they develop a 'plan' which defines how they will make the change. Then, they implement the 'program' and finally they measure and report on 'performance'. Many companies blur the language between these things, which needs to be addressed, but ultimately they each have to happen as necessary steps along the way.
For these to be credible, however, they must fall into the SMART goals framework; be specific, measurable, actionable, realistic and TIME-DEFINED. In other words, making a general commitment to 'go green' does not qualify as even a promise.
I like the milestone framework - I expect BMW are somewhere between promise and program. They say these models should hit the road by 2013, but as we have EVs from other manufacturers on the forecourt ready to buy, are they not trying to make a virtue out of being behind the curve? Can you legitimately claim to be green for being in the process of doing what others have already done? 5 years ago, maybe, not so sure now.
It is really hard to distinguish between who is doing greenwashing and who is genuinely making an effort to be green. Because if BMW really is making an effort (even though it's late, but better late than never!)to become green, of course they are gonna want to show the world that they care. But what comes first? The good PR it brings and to keep up with competitors, or the good effect it will have on the environment and society? BMW would probably choose to tell us: the last part, but we will always be suspicious to that it was in fact the first, PR part that came first. That's a shame if it wasn't!