Going Green: A Closer Look
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What's every marketer's favorite color?
Why, green, of course. As in the color of trees. And money.
Green marketing is everywhere: It's on product labels and in TV commercials, and it's being analyzed and criticized in news columns nationwide.
And rightfully so.
Green is in. From locally grown produce to biofueled cars, consumers want to use their buying power to help heal the earth. It's a lofty goal, really, but consumers care and want to do their part. (And those who don't care can pretend they do for the coolness factor.)
We here at Marketing News took a look at green marketing in our February 1 issue--Are consumers literally buying into it? Is it just a regurgitated trend, or will it stick this time?--and since that story went to print, innumerable green-related news bits have emerged:
-Some magazine publishing heavyweights want to do more than publish a yearly green issue by finding ways to "walk the talk," according to Ad Age. Acknowledging that the paper-driven industry must do its part, the publishers gathered in New York recently for ReMix, a magazine recycling campaign intended to help boost consumers' magazine recycling habits from the current rate of 17%.
-Waste Management, the garbage-hauling giant, is greening up its image with ad campaigns that attempt to negate its role as just a landfill filler by touting its recycling programs and the energy it generates by burning trash, The New York Times reported.
There are many, many more such news bits floating around out there. Green marketing is a force to be reckoned with--and a topic that you should keep an eye on. Check out our February 1 issue for more information.
