ASTROTURF ALERT

[alvarezadams]

Greenwashing the Corporate Image - It's All About Greenbacks
Topics: advertising | marketing | environment | corporate social responsibility | corporations
Source: Brandweek, July 24, 2006
Brandweek examines some of the latest greenwashing efforts by companies in light of a branding survey claiming that most consumers don't care anyway. A recently released study by Landor Associates, part of the WPP Group, found that "fifty-eight percent of the general population" are "self-proclaimed "Non-Green' individuals do not care about environmentally friendly practices, including recycling, corporate social responsibility, or natural and/or organic ingredients. ... wenty-five percent of the respondents consider themselves 'Green Interested,' meaning that while this group is concerned about the environment, it is not active in its defense. The remaining seventeen percent surveyed are, in fact, 'Green Motivated,' meaning that they feel it's very important for a company to be Green." Brandweek observes "the noise in the green marketing space has grown louder in recent months" with " Dow Chemical's 'Human Element' campaign ... Shell Oil launched a $30 million marketing campaign in June ... General Electric continues to build on its 'Ecomagination' effort... In June a public/private partnership titled EcoZone was launched, created by EcoMedia, a New York-based media company. Such companies as DaimlerChrysler, Alcoa and AbTech ... pay up to $5,000 per sign to put their logos on billboards carrying environmental messages ... 'Green is green as in the color of money,' said Judy Hu ... at General Electric. 'It is about a business opportunity, and we believe we can increase our revenue behind these Ecomagination products and services.' "

http://www.prwatch.org/node/5005

[texastoast]

1. "Most consumers don't care anyway"

After all, we are just using up our kids' resources. We can let them fight for themselves like we did.

Only they won't have the resources the boomers had. Vous les Americains!

On edit:

I forgot to mention, greening sometimes interferes with my love of convenience. DO NOT FUCK with my convenience.

:sarcasm:

[Gman]

2. My cynicism about people tells me that

those numbers are about right.

[TygrBright]

3. I think they asked the wrong questions.

My hunch is that what we have is more like this:

10-15% of us are "Eco-superactive," willing to put a lot of effort into being "green," including trying to recycle 'above and beyond' what our local municipality sponsors or picks up, conscientiously purchasing recyclable products, products with minimal packaging, etc., using some form of alternative energy, etc.

30% of us are "moderatly Eco-active," participating regularly in our local recycling program, choosing recycled/recyclable products when offered if the price premium isn't too high, and making modest efforts to cut down on energy use, i.e., replacing high-use appliances, light bulbs, etc.

10-15% of us are "Eco-friendly," occasionally participating in local recycling programs, purchasing recycled/recyclable products when reminded and no price premium is demanded, and vaguely planning to "cut down more" in the future.

20% of us are "Eco-neutral," unwilling to exert any effort to reduce consumption, recycle, etc., but open to the idea of doing things that require no effort on our part and occasionally supporting legislation, etc., that forces others (manufacturers, etc.,) to engage in eco-friendly practices.

The rest are "Eco-averse," irritated by the whole damn' thing, thinking it's overblown and a political/social boondoggle by those pointy-headed finger-wagging librul types.

unscientifically,
Bright