Eco-Marketing in bad and PR Supergau: DM's #Taschengate


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DM founder Götz Werner likes to throw himself in the social pose, pleads for the unconditional basic income and advertises with eco-products. That could go now in the pants.

Eco-Marketing in Bad and PR Supergau: DM's #Taschengate Eco-Marketing in Bad and PR Supergau: DM's #Taschengate

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Here writes for you: Simone Janson is a publisher, German Top20 blogger and HR communication consultant. Profile

Greenwashing as a sham

Overview

Greenwashing is the technical term for Company, who advertise eco, but hide behind a Mogelpakung. They do that because eco and social conscience sell well today, but are more expensive in production at the same time.

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So many companies come up with the idea of ​​polishing up their profits with this discrepancy - of course without informing the customers about it.

DM's pocket gate

Overview

So it was now apparently with the Drogerimarkt chain DM, whose founder Götz Werner likes to make time on eco-social. Embarrassing. The background:

DM distributes fabric bags produced by Manomama, the award-winning company of the Augsburg-based Sina Trinkwalder.

The background

Overview

The 2010-based eco-social textile company mainly employs disadvantaged people in the labor market and produces all the way from yarn to seam in Germany.

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Of course, the DM cloth bags are also sold against this background - because many people like to support good projects.

Unclear communication

Overview

Blogger Pia Drießen has now established and on her blog Mamamiez equal publicly heldthat DM copies of these bags apparently now in Tirppur / India produce - a place that was also for child labor in the criticism.

Although buyers of the bag also support the children and India, in what way remains, Pias Recherche, however, unclear. So she writes:

"You hear a lot about the suffering of the children, but the concrete help / responsibility is given to industrial partners and textile suppliers. "

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On the website of DM is the talk of both production sites, Augsburg and India.

"With our production facility in Augsburg, we support German manufacturers, with the production facility in India, we promote local social projects."

Here I am human, here I am fooling myself?

Overview

As you can read on Mamamiez, there are also some key changes in the "buyer handling":

"While the old Manomama bags did not lose or damage when they got a new bag or money, you only get a new bag for your new bags, but not your money back. Here you would have to think again about the term "pawn" bag. "

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On Twitter, the topic is brought to the point as always:

"Dm - Here I am human, here I'm kidding. #taschengate

- pramesan (@pramesan) 13. November 2014

Opinion is missing

Overview

There is no opinion from DM so far. Not even against Sina Trinkwalder. Here the communication and marketing department would be asked to take a position as quickly as possible.

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Could we agree that at #Taschengate the problem is the communication of DM - in all directions, especially direction @manomama?

- Jules (@jules79) 13. November 2014

We can not wait to see what happens!

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  1. seven Klug

    What a mess!

  2. Gesine

    RT @Berufebilder: Eco-Marketing in Bad & PR Supergau: DM's #Taschengate -

  3. Mirko K.

    RT @Berufebilder: Eco-Marketing in Bad & PR Supergau: DM's #Taschengate -

  4. Competencepartner

    Eco-marketing in bad & PR Supergau: DM's #Taschengate: DM founder Götz Werner throws himself ... # Profession #Education

  5. Kerstin

    RT @Berufebilder: Eco-Marketing in Bad & PR Supergau: DM's #Taschengate -

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