April 10, 2008 - Companies can reap big rewards from promoting a green, socially responsible image - within certain limits. Speaking at the recent International Advertising Association's World Congress, ad execs cautioned that increasingly cynical consumers can spot overstated or contradictory claims a mile away, Advertising Age reports.

"Consumers expect companies to give back as much as they take," according to David Jones, CEO of Euro RSCG Worldwide, who cited surveys showing that 86% of consumers think companies should balance profitability with social responsibility and 80% would avoid companies that don't contribute.

The trick, according to Jones, is not to oversell your company's sustainability efforts. General Motors, for example, took it on the chin when it postponed the release of its much-hyped Chevrolet Volt electric vehicle.

In addition, Jones says, companies must be careful to present a strong, focused brand message. For example, Unilever earned kudos for its Dove campaign celebrating all female body types, but lost support after ads for its Axe brand of men's deodorant featured scantily clad models.

Eric Biel, managing director-corporate responsibility for Burson-Marsteller, said that to appeal to skeptical consumers "it is absolutely critical to show a trace of humility" in green- and cause-marketing efforts.