01 Jul '14, 2pm

Marketing Is from Mars, Sustainability Is from Venus

Marketing Is from Mars, Sustainability Is from Venus

If the target group don’t care much about nature, then focus on money — like in a VW ad for its BlueMotion technology, redacting parts of its long message with strikethroughs to simply communicate: BlueMotion saves you money. If your target group is environmentally conscious and may I add, highly emotional, then translate the consequence of those numbers into a message people can understand on an emotional level. Fiat did so in its impactful ads showing Pandas as crash-test dummies to drive home the message that Fiat cars are tested for a lower-impact on the environment (they had been certified the lowest CO2 emission car range that year by Jato Dynamics ). Too creative? For marketing people in search of the smallest incremental difference to turn into a matter of life or death for the target group, lack the understanding of sustainability or choose to ignore it, the messa...

Full article: http://www.sustainablebrands.com/news_and_views/stakehold...

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