25 Jul '12, 6pm

Is green marketing a luxury for good economic times?

Is green marketing a luxury for good economic times?

It seems that ads promoting a healthy planet only thrive during a healthy economy. According to three Penn State University researchers, green marketing rises and falls in lockstep with key indicators of economic growth. The researchers examined 30 years of environmental advertising in National Geographic Magazine and compared it to what was happening with the gross domestic product at various points in time. “Because advertisers do a lot of research into public attitudes before they create and place ads, we took advertising as a reliable proxy for environmental concern,” says Lee Ahern, assistant professor of advertising and public relations in Penn State’s College of Communications. “We found that changes in GDP do indeed predict the level of ‘green’ advertising.” Ahern, Denise S. Bortree, assistant professor of communication, and Alexandra N. Smith, a doctoral candidate...

Full article: http://www.greenbiz.com/blog/2012/07/25/green-marketing-l...

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