{Replica} Eco-Marketing in Bad & PR-Supergau: DM's #Taschengate

DM-Founders Götz Werner likes to strike a social pose, advocate for an unconditional basic income and advertise ecological products. This could go haywire now.

Greenwashing as a sham

Greenwashing is the technical term for Companyswho advertise eco, but hide behind a cheat package. You do this because eco and social conscience are good nowadays merchandise, but at the same time are more expensive to produce.

A lot of companies come up with that Idea, with this discrepancy to polish his profit - of course without the customers to inform about it.

DM's pocket gate

The books on the subject (advertising)

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

The eco-social textile company mainly employs people who are disadvantaged on the labor market People and produces from the yarn to the seam completely in Germany.

The DM cloth bags merchandise against this background, of course - because many people are happy to support good projects.

Unclear communication

Discounts for your success (advertising)!

Blogger Pia Drießen has now noticed and immediately noted on her blog Mamamiez that DM has apparently now had copies of these bags produced in Tirppur / India - a place that is also used for child labor in the Criticism stand.

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

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

On the DM website, from both production sites, Augsburg and India, the Rede.

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

Here I am human, here I am fooling myself?

As you can read at Mamamiez, there are also some decisive changes in “Buyer handling”:

“Whereas for the old Manomama bags in case of no-longer-fall or damage a new bag or be Money returned, you only get a new bag for the new bag if it is damaged, but you don't get your money back. Here you would have to go over the Term “deposit” bag think more carefully.”

On Twitter, wherever else, the topic of pramesan (@pramesan) is brought to the point:

“Dm - here I am human, here I let myself be fooled. #taschengate ”

Opinion is missing

So far, there has been no comment from DM. Not even towards Sina Trinkwalder. Here the communication and marketing department would be asked to take a position as quickly as possible. User Jules (@ jules79) wrote on November 13:

“Could we agree that at # Taschengate that Problem can Communication from DM is - in all directions, especially towards @manomama? "

We can not wait to see what happens!

University supports social entrepreneurship

Meanwhile, Jacobs University and Vodafone Foundation show that there is another way: Around 100 students from nine European universities have been taking part in the Jacobs University Summer School on “Social Entrepreneurship” since August 2009.

In workshops and lectures, 20 student teams prepare to develop real social entrepreneurial projects and put them into practice. The week-long summer school is the prelude to the impACT3 student competition sponsored by the Vodafone Foundation, in which the participants have six weeks to achieve maximum profit for the common good with inventiveness and business acumen. What is special about impACT3: The public decides which ten projects will reach the final. ImpACT3 is sponsored by Nobel Peace Prize winner Muhammad Yunus.

Learn how to fund social or environmental projects

With impACT3 - an initiative of Jacobs University in cooperation with the Vodafone Foundation Germany - the bachelor's students from various subject areas from Germany, Denmark, Great Britain and Hungary are starting a competition that has never been seen before: in teams of a maximum of four people with only 4 euros starting capital per person The young social entrepreneurs should identify a social or ecological problem and implement an innovative, entrepreneurially successful answer to it.

The winners will receive a total of EUR 9.000 in prize money, which is, however, earmarked: the prizes can only be used for the newly founded social entrepreneurial projects or for educational purposes of the winners.

A public voting decides who gets ahead

The public can continuously follow the project activities, which the teams are responsible for documenting, on the competition platform from September 7th. Finally, a public decides Online-Voting which teams get into the final round of the top 10.

The online platform is for the participants, in addition to the direct Commitment in your Projects, a central tool to mobilize non-material and financial support on the one hand and the voices of project beneficiaries, sponsors and supporters for the preliminary competition decision. An eight-strong jury of well-known experts in the field of social entrepreneurship and non-profit Organization determines the three best teams from the 10 finalists.

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