11 May '12, 10am

Earth Day's over: Now let's get serious about the battle for Brand Green: Earth Day is the supreme occasion for

Earth Day's over: Now let's get serious about the battle for Brand Green: Earth Day is the supreme occasion for

Earth Day is the Super Bowl of green. The one day a year (with an accompanying hype-week) when environmental advocates promote their cause on their terms: care more and consume less; get involved; contribute. Earth Day is the supreme occasion for positioning what it means to be green. Unfortunately, the rest of the year, NGOs are in a losing battle to define what green means in the minds of consumers. Recent research we did here at Penn State confirms that green marketing messages comprise a tiny fraction of what’s out there. Tried and true marketing heuristics like celebrity, price and humor are still far more common. Although enviro-friendly packaging claims and certification labels are sprouting up more and more, there is no support for the idea that “green is everywhere.” It’s a niche. And among the few-and-far-between green messages, corporations, associations and fro...

Full article: http://www.greenbiz.com/blog/2012/05/11/green-branding-ba...

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