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