even Innocent can be found guilty
12 August 2008 13:07
The Daily Telegraph (UK) revealed last week that Innocent has been less than transparent about its green credentials (http://www.telegraph.co.uk/news).
The newspaper has accused the UK’s leading smoothie maker of having misleading claims on the company website about where the drinks are made and how the fruit is transported. The article even goes as far as to criticise the usually blemish-free Innocent of corporate ‘greenwashing’.
As the environment and all things green continue to be mainstream issues, those purporting to be champions in this area must ensure their claims are sincere and credible. global tolerance director, Mike Waldron, commented, “Innocent has suffered from ‘tall poppy syndrome’ in this instance. As a company that has a reputation for integrity and an ethical approach to business, they have felt the heat of public scrutiny and have been exposed to criticism. Those trading on ethical credentials need, more than ever, to be acutely aware that they will fall under the spotlight of public and media interest. The view from the moral high ground is a commanding one, but it also represents a long way to fall if found wanting”.
From a communications perspective global tolerance believes Innocent responded well under the circumstances. The comments by Richard Reed in the news article show the company admitting its mistakes and promising to rectify the problem. global tolerance believes this was the right communications approach and showed Innocent to react responsibly. Lets just hope consumers do not lose faith in the rest of Innocent’s good work and that businesses, particularly ethical ones, make sure their website, the window for consumers to understand and trust a brand, matches the reality of the company’s ‘green’ methods at all times.
