The Stackpile

Earth Day 2008 has come and gone. I didn’t give it much thought to be honest, until I encountered the Google logo characteristically dressed for the occasion (in green). It fell on Tuesday, April 22–a day when the average price of gas rose above $3.50 for the first time. I did notice on the Sunday prior that the New York Times dedicated much of their magazine editorial to determining and managing one’s own carbon footprint. I was quickly discouraged when I realized that the price tag for these personal carbon improvements frequently exceeded $10,000.

So what does this mean for marketers? According to the Wall Street Journal, many corporate marketers with relatively large carbon footprints are making the most of the opportunity. Anheuser-Busch is launching a series of four new TV ads as well as a print campaign. One of the print ads features the headline: “We recycle five cans for every four we produce.” Yet “green” marketing is not limited to the time surrounding Earth Day. According to the article, Pepsi started a new campaign in February called “Have we met before?” The campaign will encourage people to recycle by using such strategies as placing recycling facts on millions of Pepsi Cola cans beginning in May.

Marketers with larger budgets now have the luxury of allocating a portion of their spend to green initiatives year-round. It’s relatively easy for companies like Starbuck’s to remind people of their environmental friendliness by simply printing the message on a coffee sleeve. But how do companies with smaller budgets speak to an issue that their customers are likely concerned about? Public relations remains a good way to tell a positive, local story about such simple community involvement as sponsoring a neighborhood clean up. Marketers should remember that their web sites are excellent vehicles to tell the green story as well.

Posted by Patrick on April 25th, 2008
Filed under Marketing | 1 Comment »