The heads of AMV BBDO, JWT, Ogilvy, RKCR/Y&R and Saatchi & Saatchi have told the Financial Times that they believe green advertising will grow in the next 12 months. They predict a wave of green marketing campaigns as businesses compete on their environmental claims – some even arguing that it could become a matter of their very survival.
Advertisers that make green claims for products and services however face scrutiny, particularly from bloggers and other web users. But the article warns businesses that want to market themselves as green not to mistake the activist views of eco-bloggers for those of mainstream Internet users.
Some experts warn those that unveil unpersuasive or me-too initiatives on carbon neutrality or sustainable sourcing, for instance, will see little benefit and could suffer a backlash if their claims proved wrong or inconsistent.
Lee Daley, chairman and chief executive of Saatchi & Saatchi UK, said: “Brands will not be able to opt out of this. Companies which do not live by a green protocol will be financially damaged because consumers will punish them. In the longer term, I do not think they will survive.”