Social Bridges conducted an interview with Mr. Eugene Tay, Director of Green Future Solutions and the Founder/Editor of AsiaIsGreen and Green Business Times.

• What is your definition of green?

Green means living a life with minimal impact on Nature and future generation.

• What role can blogs/ Web sites play in the green sector? Can we lead the change?

Blogs and websites can help to educate the public and businesses on environmental issues, keep them informed, help them to connect and network, and inspire them to take action. We can lead the change but we have to realise that the change can only happen when all the stakeholders are involved.

• The green movement in Asia has yet to take firm roots. What are the major bottlenecks in your opinion?

Most Asian countries are developing countries, with the governments and people more interested in economic growth than protecting the environment. The people in Asia need to understand that they cannot follow what the West did, grow first and then clean up. They need to embrace what works for the environment and adopt leapfrogging technologies while they grow economically. The current ‘economic growth at all cost’ focus is one major bottleneck that has to be resolved.

• What will be the future relationship of green media and the corporate sector – that of a friend or foe as consumers are very much critical of big companies these days?

I would see the future relationship between green media and the corporate sector as friends. Companies will realise (the sooner the better) that every complaint or negative feedback through the green media and consumers is a gift to them. The companies can be positive and active by taking action on the feedback and make improvements, thus retaining customers and showing that they care.

• What are your views about green washing?

Sometimes, companies really want to do something for the environment but they end up being accused of greenwashing. They might feel discouraged and give up on going green. For companies to avoid being accused of greenwashing, they can follow the 5 principles below.

1- Do your Homework

Find out the green expectations of environmentalists and your consumers. Ensure that the green claims of your business, product or service are true and consistent with their expectations. It’s also important to look at your entire business chain and check whether any aspect of your operations contradict your green claims.

2- Be Honest and Humble

If your company or product is not 100% green, admit it. Nothing is perfect and everyone will appreciate your honesty. Acknowledge the areas of your product or business that are not yet green and commit to work on it, don’t wait for others to point out the discrepancies. State your green claims as it is and don’t exaggerate and make it sound as if you’re saving the planet. Let the consumers, media, NGOs and environmentalists tell your green story and blow your trumpet.

3- Keep it Transparent

Make it easy for your customers to understand and check the green claims you are making. Are your green claims certified based on established ecolabels, methods or experts? The information on your green claims and relevant details should be made accessible to the public.

4- Work with Stakeholders

Engage your stakeholders, both internal and external, in a dialogue on your green marketing. Are your green claims acceptable to your staff, suppliers, customers, NGOs and the community? Gather feedback from them on whether you’re on the right track or seen to be greenwashing.

5- Focus on the Journey

Emphasize in your green marketing that going green in your business or product is a journey and not the end. Acknowledge areas that are environmentally unacceptable, commit to improve those areas, and seek feedback and help from your customers and the public on your green journey.

• Any suggestions or comments for our readers?

It’s important for everyone to take small individual steps to make a difference but we should also focus on actual changes to the systems that created the environmental problems.

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