Transformation Areas

This story reflects success in the highlighted areas.

GoodSense: leading green marketing

GoodSense is a marketing firm with a speciality in “green marketing”. It is particularly focussed on increasing public literacy around “greenwashing” and, in doing so, seeks to encourage companies to use best practice “green marketing”.

It’s a small but effective team of nine, almost all of whom have significant experience in the marketing industry. Recently, GoodSense collaborated with a range of other NGO stakeholders, such as Fair Trade NZ and Oxfam NZ, to challenge Dole’s use of the “Ethical Choice” label on its bananas. This campaign saw GoodSense plunged into the media spotlight, with a number of interviews with the team featuring on prime time TV.

The result, Dole announcing it would cease labelling its bananas with the “Ethical Choice” label, was a major success in the effort to hit back against green-washing. It was also a major success for GoodSense, increasing its credibility and the recognition of GoodSense as a leader in “green marketing”. 

GoodSense was a finalist in the Communicating Sustainability category of the 2013 NZI National Sustainable Business Network Awards.