Green Market Trends
Certifiably green
Do your research before you start applying to one of these
environmental business certification programs.
BY KATE CARR | EDITOR IN CHIEF
Accountability: It’s one of the most important components of your green marketing campaign. In other words, you need to be able to explain and prove to your custom- ers that the environmental claims you make about your
carwash services are true.
It’s not just the right thing to do; it’s also the legal standard of
the Federal Trade Commission. As Steve Ashkin, president of The
Ashkin Group, a leading advocacy organization promoting green
cleaning in the professional cleaning industry, explained, the FTC,
in their general truth of advertising policy, requires companies
to substantiate any claims they make in marketing a product or
service.
Verifying your standards
The “truth in advertising” policy is not only important to your
customers, but also to you, as a consumer of carwash equipment
and chemicals. If a soap manufacturer claims a product is biodegradable or phosphate-free, the manufacturer must be able to
provide proof that they can substantiate their claim.
“Verification is the same thing as testing,” Ashkin explained.
“But that verification can be done by the company itself or it can
be done by a third party.” Enter: The certification program.
Nowadays there are several options for manufacturers who seek
an independent third party certification. But why would a company want to jump through all those hoops? According to Ashkin,
a third-party program guarantees another element of authenticity.
“As our marketplace becomes more informed about these issues
These days the big
environmental
issues are really
focused on climate
change and energy.
more and more people will know how to distinguish between a
manufacturer’s self-certification and an independent third-party
certification,” Ashkin stated. Not only that, but the FTC is currently revising their guidelines for environmental claims, so the
sooner you jump on the bandwagon, the better.
The third parties
There are three major certifiers in the U.S. market, according to
Ashkin:
• Green Seal,
• Terrachoice (also known as Eco Logo); and
• The Environmental Protection Agency’s Design for the Envi-
ronment.
It’s not necessary that you choose a manufacturer who has been
certified by one of these programs, but it does make marketing
sense. As Ashkin explained, “these days purchasers are becoming
attuned to the fact that it’s best if the claims have been checked by
an independent third party.”
Your wash operation
Although these programs mostly apply to chemical products,
the smart wash operator will make sure his entire operation is eco-friendly when considering his purchase and marketing program.
After all, your customers will expect more than just a green soap
when you tell them your wash is green.
“These days the big environmental issues are really focused on
climate change and energy,” Ashkin stated, continuing on to point
out the special attention given to water conservation today.
“In some respects, worrying about the detergents is really a
distraction of what the real issue is,” Ashkin said. “The big issue
really is water use.”
To that end, Ashkin suggested operators be water smart and
use a water reclaim and other conservation equipment, as well
as market these features to their customer base. For members of
the International Carwash Association, an educational marketing
program has already been created. Check out www.icawatersav-
ers.org to learn more.
“ Your customers need to be informed,” he explained. “
Consumers themselves are being exposed to this in so many other
areas that they’re becoming reasonably informed; especially those
who care.” PC&D
