Climate group focuses marketing efforts on shifting public opinion
by C. Commisso
March 24th, 2008 in Climate Change, Environmental, Marketing
The Alliance for Climate Protection, better known as the non-profit behind former Vice President Al Gore’s “Inconvenient Truth,” is about to give the green bandwagon a big push. They’re investing $100 million a year over the next three years on a consumer marketing campaign that will focus not only on urgent environmental issues — but also on finding solutions to those issues. Says Gore, “The missing ingredient is the force of public opinion.”
The Martin Agency is looking to help the Alliance shift that tide.
Read more in today’s USA Today.
Green matters to consumers…and so does honesty
by C. Commisso
March 6th, 2008 in Business, Environmental, Greenwashing, Marketing
According to the Natural Marketing Institute’s 2007 LOHAS Consumer Trends Database, nearly 80% of America agrees:
“It is important for companies not just to be profitable, but to be mindful of their impact on the environment and society.”
And consumers are willing to put their money where their mouth is. This article from Environmental Leader indicates that 85% are willing to switch brands if it means tomorrow’s world will be a better place.
Of course, there’s a caveat: 7 in 10 consumers also seem to think most companies label a product “green” as marketing tactic…and there’s something to be said about that. Environmental Leader claims that a recent “random” study of over a thousand common consumer products, ranging from toothpaste to caulking to shampoo, found that 99% of them were guilty of this kind of greenwashing.
What do you think? How can a brand win consumer trust in its environmental initiatives and products?
Weird name, great idea
by C. Commisso
February 25th, 2008 in Business, Clothing, Environmental, Marketing
Talk about putting control into the hands of the consumer: Eco-friendly clothing company nvohk is launching the first “community managed, eco-friendly, surf-inspired clothing company.”
The basic idea is this: you sign up to become a member, and when 5,000 members sign up, each member contributes $50 a year for management rights. Which means you get a say in running the company…you get to vote on logo design, product designs, advertising, sponsorships, etc. Plus, 35% of the net profits are distributed among members in the form of points that you can use to buy nvohk products, and 10% will be donated to environmental organizations chosen by nvohk’s members.
It’s a fascinating model…and member number 1516 (that’s me) will be very interested to see if takes root.
Campbell-Ewald green marketing practice takes root online
by Julie Cook
February 17th, 2008 in Business, Environment, Marketing
Welcome to Garden! We’re so happy you stopped by.
Just as Detroit is nurturing the country’s biggest urban gardening and agriculture existence in a postindustrial era, we are too — by providing a real and virtual space to nurture and grow our understanding and implementation of environmentally responsible and effective marketing communications programs. Read more…
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