Green Marketing Sputters in ‘08, Message Will Shift in ‘09

January 20, 2009

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Green marketers are wondering how President Barack Obama’s election and inauguration will affect public perception of green products and services, writes DMNews.

Observing that the first half of 2008 was probably the peak of green marketing, observed Russ Meyer of Landor Associates. But in the last six months, green marketing underwent a sharp decline. The tough economy will push marketers to take a “back to basics” approach in the coming year, experts predict.

Still, President Obama’s commitment to the environment and promises to turn the economy around have created a renewed public interest in sustainability, and that momentum – plus the immense popularity and success of green marketing in the past – assures that it is not something that will disappear anytime soon.

But a different kind of green message – one that focuses on savings and efficiency rather than global warming and saving the environment – is likely to emerge. Some examples of this message can be seen in the green marketing campaigns recently unveiled at the Consumer Electronics Show and the North American International Auto Show.

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Reader Comments

From what I know, there is only one environmental platform in the world that acutally delivers marketers their target adult audience on a national and geo targeted basis with a truly green platform. The Hanger Network delivers advertising and promotion on EcoHangers which remove billions of wire hangers from our waste stream. The dry cleaning industry has applauded the free replacement of wire hangers when they can receive EcoHangers. http://www.hangernetwork.com

Gary Mirkin | January 21st, 2009

Mr. Mirkin should probably note that he is, in fact, employed by The Hanger Network. Go spam somewhere else, sir.

Rob Willems | January 21st, 2009

In the business-to-business arena sustainability marketing platforms have always been about efficiency and cost savings, which ultimately support broader goals of global warming and environmental protection. Sustainability is about the bottom line – creating a more competitive offer or cost structure by applying sustainability practises to the business.

Susan Sheehan | January 21st, 2009

I think we’re missing at least two other ingredients – active consumerism (fueled by maturing social networks) and community service. Momentum hasn’t yet reached tipping point, but it’s gaining. This will impact how marketers for all segments reach out and appeal to buyers. This is a big question mark year. We don’t really know how it will play out. More unexpected forces will come into play. I guess the bottom line for me is that simply relying on “efficiency and cost savings” is just as thin a framework as anything. Successful marketers will dig more deeply and engage consumers more fully.

Penina | January 21st, 2009

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