Last week I had the pleasure of attending the Green Conference hosted by Ad Age in NYC. It was a treat to hear CMOs from majors including McDonald’s, Conservation International, Burt’s Bees and Patagonia share their perspective on environmental marketing. A few snippits:
- Don’t wait until you are doing all you could to share about your organization’s successes in green; Celebrate and communicate your small successes.
- Perfection is not the goal; it’s more about encouraging progress and improvement; Simple changes make a difference.
- “Responsible consumption” is a term or idea consumers seem to grasp and are not intimidated by; Encourage quality vs. quantity, refills, upgrades, etc.
- Keep to your own brand’s style and personality when tackling environmental innovation and communication. i.e. McDonald’s ties in movies like Saigon Panda in their Happy Meals and web applications designed to show kids and families the importance of preservation and enviro-responsibility because they are about kids and families.
- “Green fatigue” is real these days- consumers have seen enough of the expected babies, earth and flower images; instead communicate primary benefits. i.e. Yes, the Toyota Prius is better for the earth, but the primary benefit is that it’s a quiet ride and provides fuel economy.
I have a thousand more notes and hope to share more at an upcoming Food for Thought lunch presentation. Hope to see you there. Until then, Ad Age did a nice series on Green Marketing recently available here so check it out if you’re into it. http://adage.com/greenmarketing08/
