19 Apr '12, 3pm

Has Earth Day marketing jumped the shark?

Has Earth Day marketing jumped the shark?

[Editor's note: Earth Day approaches. We recommend getting into the spirit by reading more pre-April 22 coverage from GreenBiz. Check out Executive Editor Joel Makower's annual survey of a crop of consumer polls in "Earth Day and the Polling of America 2012 ."] As recently as a few years ago, campaigns and initiatives tied to Earth Day were worth a large chunk of any company’s marketing budget. As more and more companies got into the game, however, consumers came to expect everyone to do at least something for Earth Day, and now it may have officially jumped the shark as far as corporate marketing and public relations go. Albe Zakes, global vice president of media relations for TerraCycle , which works with big corporations to run recycling programs, says he now dissuades customers from launching major initiatives on or around Earth Day. “With everyone and their mother doi...

Full article: http://www.greenbiz.com/blog/2012/04/20/has-earth-day-mar...

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