The Unsuitablog

Believe it or not, I like giving out good news. Ok, I would really like it if the good news was something really tangible and Earth changing, but even a little bit of good news makes the day pass a bit better; which is why I have just come off the telephone feeling slightly warm and not my usual bitter, twisted self.

It started with a random search for greenwashing on the Internet, which turned up a PR company called Futerra. As you know, I hate commerce in its normal form and despise greenwash; so a company that seeks to show other companies how to make themselves look environmentally sound is like a rag to a bull. Their client list is very interesting, including government agencies and corporations, plus a large number of one-off environmental campaigns. Oh, and Greenpeace International are there; which either means they haven’t done their homework (not for the first time) or the PR company isn’t that bad.

Futerra mainly carry out internal marketing, i.e. gearing staff up on how to do the “green” messaging right. They also help companies with their public perception, presenting a great opportunity for greenwashing; so I wondered what they would think about a global coal and bauxite mining company (about as bad as you can get) wanting to look good.

Futerra: “If you’re looking for public perception, that’s not the type of area that we work in.”

Me: “Is that just because of the nature of the company?”

Fut: “Yes.”

Me: “Because of the nature of your company or our company?”

Fut: “Well, the nature of our company [mentions standard trade criteria], but we are in the business of promoting green products, green behaviours, sustainable behaviour, so we wouldn’t promote coal…we wouldn’t even promote clean coal.”

So there you go. A PR company that actually stands by what it says, and may even make some companies a little less likely to greenwash.

Now, back to my bitter, twisted persona…