Comments on: Most Americans Think ‘Marketing Tactic’ When They Read ‘Green’ http://www.environmentalleader.com/2007/09/28/most-americans-think-marketing-tactic-when-they-read-green/ Environmental Leader Thu, 24 May 2012 16:26:26 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Matthew Mileto http://www.environmentalleader.com/2007/09/28/most-americans-think-marketing-tactic-when-they-read-green/comment-page-1/#comment-308572 Matthew Mileto Thu, 24 Mar 2011 20:08:51 +0000 http://www.environmentalleader.com/2007/09/28/most-americans-think-marketing-tactic-when-they-read-green/#comment-308572 I agree Jon. There's too much political baggage tied to terms like environmentalism and sustainability - especially in the southeast, to be sold wholesale to all Americans in the same way. From a purely marketing point of view I agree with your idea of reframing sustainability as "sticking it to the man", but what if we could get the same effect with going further back into American southern and midwestern ideals and hit on rugged self reliance. Your one small comment speaks to the entire sustainability and environmental movement's greatest threat and potential strength, how the message is received... Can sustainability be sold by activists, teachers, and even corporations as an active and evolving way of thought, based on reason, that defines a generation (and eventually possibly our species)? Or will it be remembered as a marketing ploy or some political agenda? I would say on an endless timeline, sustainability is easily recognizable as real, important, and valuable as an M.O. for any organization or civilization for that matter. Unfortunately we don't have an endless timeline, and as Jon alluded to, this is a new idea that needs to be made palatable to everyone. I agree Jon. There’s too much political baggage tied to terms like environmentalism and sustainability – especially in the southeast, to be sold wholesale to all Americans in the same way.
From a purely marketing point of view I agree with your idea of reframing sustainability as “sticking it to the man”, but what if we could get the same effect with going further back into American southern and midwestern ideals and hit on rugged self reliance.
Your one small comment speaks to the entire sustainability and environmental movement’s greatest threat and potential strength, how the message is received…

Can sustainability be sold by activists, teachers, and even corporations as an active and evolving way of thought, based on reason, that defines a generation (and eventually possibly our species)? Or will it be remembered as a marketing ploy or some political agenda?

I would say on an endless timeline, sustainability is easily recognizable as real, important, and valuable as an M.O. for any organization or civilization for that matter. Unfortunately we don’t have an endless timeline, and as Jon alluded to, this is a new idea that needs to be made palatable to everyone.

]]> By: Jon Dale http://www.environmentalleader.com/2007/09/28/most-americans-think-marketing-tactic-when-they-read-green/comment-page-1/#comment-13214 Jon Dale Fri, 28 Sep 2007 23:48:03 +0000 http://www.environmentalleader.com/2007/09/28/most-americans-think-marketing-tactic-when-they-read-green/#comment-13214 This just points up the fact that environmental marketing needs a different junior - Dale Earnhardt, not Ed Begley, as its spokesperson. Right now climate change is viewed as liberal claptrap (unless you're talking about corn-based ethanol) in the heartland. The cause needs heartland spokespeople. Energy independence, not environmentalism is the lever to move this group. They buy solar energy to stick it to "the man", not save the tundra. Until we on the coast get this, progress will be s_l_o_w. This just points up the fact that environmental marketing needs a different junior – Dale Earnhardt, not Ed Begley, as its spokesperson.

Right now climate change is viewed as liberal claptrap (unless you’re talking about corn-based ethanol) in the heartland.

The cause needs heartland spokespeople. Energy independence, not environmentalism is the lever to move this group.

They buy solar energy to stick it to “the man”, not save the tundra.

Until we on the coast get this, progress will be s_l_o_w.

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