ECO Marketing on the rise
The heads of AMV BBDO, JWT, Ogilvy, RKCR/Y&R and Saatchi & Saatchi have told the FT they believe green advertising will grow in the next 12 months. All were in the top six UK agencies by gross income in the most recent industry report by Willott Kingston Smith, the leading advertising auditing firm.
The agencies say environmental branding has risen up boards’ agendas, and point to the spate of recent rival green announcements in the grocery retail sector. Farah Ramzan Golant, chief executive of AMV, said: “We’re at a tipping point. I really believe we are going to see more of this.”
Advertisers that make green claims for products and services however face unprecedented public scrutiny, particularly from bloggers and other web users.
Some experts warn those that unveil unpersuasive or me-too initiatives on carbon neutrality or sustainable sourcing, for instance, will see little benefit.
At best they would not receive the free press coverage some announcements had enjoyed but would have to use paid-for marketing to persuade sceptics. At worse they could suffer a backlash if their claims proved wrong or inconsistent. -source: www.ft.com
Without sounding like we’re tooting our own horn, this gives answers as to why the ECO-SAFE Merit Badge program has seen such growth. The conversion increases have been so high we’ve even thought something was wrong.
This feedback and data supports the powerful shift going on in our culture, consumers are much more green savvy and green hungry than our wildest dreams.
Tags: Special Reports