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Green, No...Greener, Maybe
You'd never know it reading the press kits, but there’s actually no such thing as a green product. All products use resources and create waste to some extent. At best, there are “greener” products that have less environmental impact than others. If you're mindful of a potential green backlash (and you should be!), develop your sustainability message with this in mind.
Are you reading this, Mercedes-Benz? I hope so. That "clean-air blue" motif is cutting it a bit fine. I read somewhere that Toyota’s ad agency once presented them with a Prius ad featuring the hybrid vehicle juxtaposed against a clear blue sky. The image must have been too green for comfort — word is, it was rejected out of hand. We'll see how the blue-sky strategy plays out for you.
Toyota has developed a strong relationship with its hybrid buyers by emphasizing environmental performance relative to standard combustion-engine vehicles in the same class. "Green," no — the cars still burn fuel. "Greener," yes — and consumers respect the distinction.
All those consumer surveys calling companies' environmental claims into question should really tell you something here. Instead of focusing on how green your products might be, highlight ways in which consumers using them might be greener — in other words, educate on how consumers can reduce their environmental footprint by using your products.
~Jacquelyn A. Ottman, President, J.Ottman Consulting and SLM Advisor
Top Story
Mercedes Pushes Sustainability in New Global Ad Campaign
Mercedes-Benz is launching an international advertising campaign on the theme of sustainability, timed to coincide with the introduction of its low-emissions Bluetec passenger vehicles in Europe. Read more...
Also This Week...
Sustainability Better for Communications than Profitability, Execs Say
Nearly half of executives say that sustainability programs help improve brand value, but just one in five feel they improve profitability, according to an international study by the Economist Intelligence Unit (EIU). Read more...
Hummers Touted as Rescue Vehicles, Ads Mum on Environment
Buy a Hummer, save a life? Concerned that the gas-guzzling SUV has become "an icon for all things evil," the honchos at GM are unveiling a new ad campaign that shows how rescue workers rely on the muscle-bound vehicles to perform acts of heroism. Read more...
Companies Value Green Image Over Substance, Survey Says
Just 1% of U.K. business watchers believe genuine concern for the environment is the key driver for companies to adopt green policies, according to a new survey. Read more...
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Consumers' Great Awakening
In 1993 Hugh Hough opened an ad agency specializing in green issues — and everybody thought he was nuts. Now consumers are catching on to the idea that they can effect positive change through their purchases, and companies can't reposition themselves fast enough. Here's some advice on reaching out to these "awakened consumers," from a guy who's probably been thinking about it a lot longer than you have. (Adweek) Read more...
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Sustainable Life Media is home for business professionals looking to build new value and competitive advantage by innovating more sustainable processes, practices and products. We bring you top stories related to the what, who and how of environmental and social innovation, and help you connect with thought leaders, peers, partners and solutions providers that can help you quickly reach your goals.
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