According to a new report by J.D. power and Associates’ Web Intelligence Division eco-friendly marketing gets good exposure, Brandweek reports.
The report analyzed 40 million blog posts between January-June of this year for several industries including auto, retail, consumer package goods and energy.
Even though General Motors has been criticized by environmentalists for spending millions to lobby against fuel economy mandates, the report shows that GM received 49 percent of positive mentions between January to June, compared with Toyota (46%).
Toyota had the most overall mentions; representing 14 percent of all posts related to automotive brands and sustainability. GM came a close second, with 11 percent.
GM used its sponsorship of Live Earth concerts last year to launch a multiplatform campaign about its environmentally-friendly practices and vehicles.
Eco-marketing is paying off for other industries too. Pentel’s eco-friendly Back To School campaign has also received enthusiastic response from the market, with spots on Good Morning America, and a feature on the cover of National Geographic’s Green Guide.