Tuerff-Davis EnviroMedia Inc. today launched Green Canary Sustainability Consulting, a new subsidiary company that will help businesses craft practical strategies that ensure they remain credible, minimize risk and reach goals in the booming green marketing world.
"Never before has the business world invested so much in advertising campaigns that showcase a product or company's environmental features," said EnviroMedia cofounder Valerie Davis from the Wall Street Journal's "ECO:nomics" conference. "In the past year, we've seen the absolute best and worst when it comes to environmental marketing claims. Green Canary will help businesses understand how they can maximize their investments in these campaigns by providing critical advice on strategy and ‘thought leadership’ well before any campaign hits the airwaves."
Davis and cofounder Kevin Tuerff started EnviroMedia 11 years ago as the nation's only full-service advertising and PR firm dedicated solely to environmental and public health campaigns. In 1997, they founded America Recycles Day with then-Vice President Al Gore as honorary chair, and have since conducted hundreds of advertising and social marketing campaigns for clients like Dell, Green Mountain Energy, Tetra Pak and CleanFUEL USA.
"After witnessing so many green marketing missteps, we see a real need for companies to retain outside experts to guide them on how they can reach their business goals while rising above the green noise and remaining authentic," said Tuerff. "Green Canary serves as a talking partner for corporations and their general market advertising and PR agencies."
Clients will have access to a pool of some of the most connected energy, air, water and waste consultants in the country. Services include sustainability analysis, goal-setting, market research, stakeholder engagement, government relations, positioning, relationship-building and employee education.
Earlier this year, Tuerff and Davis launched GreenwashingIndex.com in partnership with the University of Oregon as a public service to educate consumers about how to scrutinize environmental marketing claims. They have appeared on the TODAY show, in Brandweek and the Washington Times, and serve as columnists for EnvironmentalLeader.com. In December, they participated in the U.N. Conference on Climate Change in Bali.