March 10th, 2010

Is GE Missing An Opportunity?

By Beth Bengtson

GE’s Healthymagination campaign needs to be applauded for it’s ability in tying the company’s products to improving people’s personal health.  We can all relate to products that help improve our lives and the lives of our loved ones.

In one ad called “Beautiful”, the story centers on special moments in a couple’s life, the most important being when GEs Early Detection technologies help detect a wife’s cancer early, so it can be treated.  The campaign also includes a blog that furthers the wellness discussion while also touting the benefits of GE products.

This connection between personal wellness and GE’s CSR positioning is clear. But the company is missing out on another opportunity, specifically with its environmental work. The same connections GE makes with its medical equipment can be done with its Ecomagination campaign.

Within this product group, which includes wind and solar products as well as industrial products, GE has two products that could easily be used in a separate wellness campaign similar to Healthymagination. GE’s GeoSpring Hybrid Water Heater and its HomeSpring Central Water Purifer can both be positioned as products that promote personal wellness as well as something that benefits the environment.

So my question is why the two campaigns are not related.  Isn’t making environmental products related to our health as well?  Personally, I think this makes a stronger, more compelling story — one that more deeply resonates with people.