SKIM cover story on ‘green claims’ in GCI magazine

In the July 2014 issue of GCI magazine, SKIM’s Sourabh Sharma and Scott Garrison are sharing how to “Make Your Green Claims Mean Something” based on insights from our meta-analysis of claims across a plethora of categories, including beauty and personal care.

Key takeaways are:

• The green trend isn’t going away, but consumers are becoming more and more skeptical of brand-promoted “green” claims—and what’s more, “green” isn’t a huge factor in consumers’ decision to actually purchase. If being eco-friendly is something you want equated with your brand, make sure you are doing it in a way that is meaningful to consumers.
• Green claims need to be specific. Vague promises of natural ingredients and giving back aren’t enough anymore.
• Green claims need to be developed in support of a product’s primary benefit.

Read the entire article on the GCI website.