Category Archives: green marketing

Contemporary sustainability

Last month I held a seminar for all our clients about green marketing. We did a lot of research and the wonderful team did such a great job on this. One of the points that surprised us was actually how conscious the consumers were about sustainability not just being a “make good” thing, but had to be a strategy worth following for the companies. As one of our focus group members said, if it is not a good deal for the company then they can’t keep doing it. And further more they noted that we, as consumers have a huge role in this, because, where we put our money decides which solution is sustainable in the long run.As Peter Ingwardsen, director of danish fashion brand Noir, said in his issue of co-editing Eurowoman,  “Everytime we buy, we vote for the world we want to see.This point is also stressed in Faris’ post on the bias in CSR where he adress’ the nature of CSR as a mean to a goal. “Of course they are. They are businesses. All they care about is money. That’s the function of business – to generate profits. (The social responsibility of business is to increase its profits.) It doesn’t matter whether or not you think Milton Friedman was right. That’s the way businesses operate – their responsibility is to deliver profit for their shareholders.” Quote from Faris’ post on CSR.

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The Green City of the Gulf

The plans for a green city called Masdar just outside Abu Dahbi is quite interesting. The ambitions in the Gulf seems sky high, but for what it’s worth, perhaps we could learn from this. It is said to be the world’s first waste-free, carbon neutral and car free city.  Read full story here.picture-2.png                          

Green my apple

Even though my blogging activity is approaching zero  while on vacation, I still  found this  perfect  green  activity  on Johns blog and as  an apple addict I find this very interesting. Apple users standing together and begging Steve Jobs to green apple after  the brand been bad-credited in the latest greenpeace debate. Under the statement; perhaps Apple can tune out Greenpeace but it does listens to its consumers, so green my apple.

 Here is the work they made. I agree, though I think it is also a marketing stunt from greenpeace as well, focusing on apple as all know is a brand which nowaday is the closest to be able to claim a fan-like brand relationship to its consumers. So these consumers was expected to react, urged by greenpeace, and they did.

I hug my apple and wish it to be greener too…

All that love and care in London

Last week I went to London with some of my Carat collegueas visiting the Micosoft Advertising center with a new long name which I have a hard time remembering (hope the ad agency developing the naming of the Microsoft ad unit will suffer a long time with writer’s cramp after putting four long words together in a name)

But walking the street (and shops) of London I remarked a nice feel of love. There was (red) campaigns everywhere, t-shirt print has changed from “This is made by beer” to “save the whales”, Marks & Spencers new program was fantastic and I felt a lot of joy seeing how well a lot of good causes was integrated in the marketing mix.

Mostly I adored M&S perfectly integrated 4 step solution. First of all I’m allways thrilled to see all the nice and fresh grossaries in there (which is 500 % more delicious than in the best supermarket in Denmark) and then I my mood of joy I saw all these little hints, with a combination of things good for me and things good for everything around me (the climate and so..). I loved it – M&S – PLEASE come to Denmark – we need you!

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Green marketing

On the hook on the latest climate report, it’s obvious to discuss how this – hopefully – coming trend will affect the marketing world. In these last years of wealth we have focused on the consumers wanting mass luxury, high-end goods, comfort equipment all wrapped up in a feeling of over-consumption and the-bigger-the-better culture. We have tuned in on an auience wanting more and more.

How do we handle a (hopefully) coming change where it’s no longer the common sense that a big SUV or a big engine Hummer is what symbolize class, but it’s something you expect to be able to explain according to a common denominator of  social responsability. If it’s more accepted to spend the extra wealth on green products instead of more or bigger? A time where we no longer buy furniture, kitchens and cars as it is fashion – to be used and changed and trashed on and on. Where we trick on a feeling of responsability instead of consumption.

I think it’s really interesting – and best of all really important. ’cause as marketing people this change will affect our ways of thinking. And I hope we can help make this thing reach the magical tipping point where my friends will brack about buying a green car instead of a SUV.

John Grant is working hard on these issues right now and a visit at his greenormal blog is worth quite a few minutes (hours or more) of reading. I haven’t had time to read it all yet, but it seems promising and interesting – and above all – it seems honest! A little quote from the book to be… (hope you don’t mind?)

“Green marketing is about making (breakthrough) green stuff seem normal
– and not about making normal stuff seem green.” – John Grant

Read the blog , buy the book and start saving the world 🙂