Green Marketing: Mind the Gap
by Bonnie Alter, London on 06. 4.07
PSFK is a marketing website that follows trends in Europe and North America. They held a one day conference in London on trends, ideas and marketing inspiration. The panel discussion "The Marketing Gap in Green" provided some interesting insights into the marketing world and how it is running to catch up to green consumer demand. Members included Tamara Giltsoff (pictured second from left), and John Grant. He said that aviation was the most unfriendly brand right now with people like Richard Branson of Virgin talking about new planes and fuels and trying to look "less bad". Diana Verde Nieto (pictured right) said that because the government is making laws about environmental change the green agenda has become main stream. If companies aren't sustainable the market won't invest in them. Green marketing is about consumption; now certain products feel uncomfortable (for example driving SUV's) so consumers have to find new ways of expressing themselves. The need to collaborate with customers was repeated by all panelists and using existing marketing tools to create new models. For example Ariel detergent started a campaign to publicize washing clothes at 30 degrees and Comfort detergent switched from liquid to concentrate and halved the size of their container. BSkyB put 2 million set top boxes on auto-standby, thus saving electricity. John Grant said that one simple word is the answer: local. But this is a big issue for supermarkets and the drinks industry. He talked about breakaways: composting toilets are awkward now but once developed they will be very popular. And what do consumers want in return? Panelists said they want service and to be involved and purpose. Green status has to be visible. Agencies have to embrace sustainability and remember that it is all evolutionary. :: psfk
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John Grant's approach on green marketing is very interesting.
I went to his lecture on green planning and marketing in London last month.
"Green is changing our old social standarts. Keep in mind that we are working for The cause!"
The question of ethic and credibility is defimitly a real challenge for Marketing & advertising.
Sorry I missed it. Sounds interesting, what with all the insights.
I'd have to say that aviation probably is the most unfriendly brand right now, and is unlikely to improve much with people like Richard Branson of Virgin talking about new planes and fuels and trying to look "less bad"... whilst announcing all Business Class services.
Public trust is the issue, and most marketers are failing.
What is needed is another conference, obviously.
Just tell the truth, if that's not too radical a concept.