In a thoughtful piece from USA Today, Laura Petrecca discusses the difficulty for marketers trying to get noticed for their green efforts. It’s like wearing a four-leaf clover on St. Patrick’s day and wondering why you don’t stand out. Earth day has actually been around for 38 years, but with the onslaught of “green” promotions the past few days, I can tell you that marketers have discovered their second Christmas.
Beyond risking a no-notice campaign, if the company isn’t truly committed to the environmental good, then they risk a greenwash backlash. The article quotes Allen Adamson, managing director for Landor Associates, who makes an excellent point when he says:
“Anyone can be good for one day,” he says. “It’s hard to be good all year round.”
Ain’t that the truth
Read More At USA Today
Marketing Efforts May End Up In Green Blur