If green marketing were green guidance
A thoughtful post on Shiny Green Button about green marketing with an authentic, practical twist:
Marketing, in the most basic terms, is supposed to create desire for a good or service. But to make certain green claims truthful, it requires so many caveats and footnotes as to wither any appeal the original claim once had. Some might say this is the price of truthfulness, but I think it suggests a broader idea of what marketing might be. Instead of persuasion, what if marketers engaged in education? For instance, if company X makes a product that can biodegrade, shouldn’t that company also explain how to dispose of it to make sure it does biodegrade? Maybe the campaign focuses not just on disposable wipes, but on composting and how easy–even cool–it can be.
Plus, I like the headline.
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