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SEP 9

Boomers: The Greenest Generation

Mediaweek, September 9, 2008 — While conventional marketing wisdom holds that it's the idealistic Gen Y shoppers who are most committed to buying products that are less harmful to the environment, a new study finds that baby boomers are the greenest generation.

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AUG 19

How to Avoid Eco-Fatigue

Not Only Marketers: Media Also Needs to Do Its Part to Keep Consumers From Burning out

Advertising Age, August 19, 2008 — People are getting sick. A wave of green fatigue, eco-exhaustion and environmental anxiety is spreading among consumers. Overwhelmed by choices, disgusted by corporate hype and living with the fear their efforts will never be enough, people are tuning out, say the experts.

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AUG 12

Toyota's New Ads Accentuate The Positive

Marketing Daily, August 12, 2008 — Toyota has launched a new TV, print and online campaign that promotes the brand as the future of green, safe and humane mobility.

Category: Brand Strategy
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JUL 16

GM Opens Cutting-Edge Green Dealership Near Detroit

Earth-Friendly Move Offers a Rare Bright Spot in Publicity for Embattled Automaker

Advertising Age, July 16, 2008 — DETROIT (AdAge.com) — As it plots major spending cuts and bats back bankruptcy rumors, General Motors Corp. today celebrated the opening of a $15 million green dealership, LaFontaine Automotive Group's new Buick-Pontiac-GMC and Cadillac facility in suburban Detroit.

Category: Innovation
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MAY 5

For Unilever, P&G, No Good Deed Is Going Unpunished

Damned if You Do: Cause Efforts Become Ammo for the Critics

Advertising Age, May 5, 2008 — Greg Allgood, who directs Procter & Gamble Co.'s Children's Safe Drinking Water program, recently has spent a lot of time demonstrating Pur's purification packets for developing countries that turn disgusting, brown water crystal clear. On one TV appearance last week, he accidentally took a swig from the dirty "before" water instead of the treated water in a clip that made the rounds to "Countdown" on MSNBC.

It's symbolic of the downside companies in the forefront of ethical marketing have faced in recent weeks: No good deed goes entirely unpunished; high-profile stances on social causes can have unintended consequences; and the water is getting pretty murky as "ethical marketing" encourages consumers and activists to delve into corporate policies in... continue reading

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APR 2

How to Stay in the Black While Going Green

Marketers' Product Focus Can Overlook Important Customer Needs

Advertising Age, April 2, 2008 — Philips launched EarthLight, an energy-efficient compact fluorescent light bulb, in 1994. The bulb had a clumsy shape that was incompatible with most conventional lamps, a confusing package and a price tag of $15 compared to 75 cents for incandescent bulbs. Sales languished. Although it was well intended, the environmental positioning of the EarthLight appealed to only the greenest of consumers.

To be successful, green marketing must satisfy two objectives: improved environmental quality and customer satisfaction. Misjudging either or overemphasizing the former at the expense of the latter — as Philips did with the EarthLight — can be called "green marketing myopia."

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MAR 26

Clorox Courts Sierra Club, and a Product Is Endorsed

New York Times, March 26, 2008 — SHOPPERS in the household cleansers aisle of a Wal-Mart here one recent morning glanced at Clorox’s new Green Works products with disinterest, enthusiasm and skepticism. Their comments neatly summarized the pros and cons of Clorox’s bid to appeal to customers who buy with the environment in mind.

For Clorox, a company that built its name on chlorine bleach, the products are another foray into green marketing, after its purchases of Burt’s Bees, the cosmetics company, and Brita water filters. More important, the Green Works products are about to be paired with a name — the Sierra Club — normally associated with fighting toxic waste.

Category: Brand Strategy
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JAN 30

False 'Green' Ads Draw Global Scrutiny

Watchdogs' Rulings Bring Bad Publicity, But Many Lack Bite

Wall Street Journal, January 30, 2008 — With companies eager to tout their "green" credentials to consumers, advertising watchdogs in a number of countries are stepping up efforts to rein in marketers that make false or exaggerated claims.

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JAN 8

Making Gold of Green

By Andrew Pierce, January 8, 2008 — A green business strategy will have you singing the blues if it doesn’t benefit your customers. Environmentally responsible efforts should always serve the business, the client, and the brand.

Unfortunately, too many companies begin with an “inside out” perspective. They try to create and sell green products and services without first learning how they’ll ultimately solve a customer need.

Instead of guessing, the process of going green should begin with some simple but important questions.... continue reading

Category: Brand Strategy
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