August 2nd, 2006

Not easy marketing green?

You can tell when I’ve finally found a little time, again, to catch up on reading and philosophizing — my blog entries come in spurts. Thought an article from Brand Week, titled “Companies Find It’s Not Easy Marketing Green,” was very interesting.

It points out that spiraling fuel prices and global warming fears have increasingly put environmental issues on the front page and in advertising efforts. But, one study found, as more companies adopt these campaigns, consumers are growing increasingly confused over what it means to be “green,” making it harder to create effective environmental marketing efforts.

The study found that 64% of those who responded couldn’t name a “green” brand; even 51% of those who considered themselves to be environmentally conscious were unable to name one. “As much as the term has been tossed around, many people . . . are unclear as to what it means,” the study reported. “Eco-friendly, fuel efficient, biodegradable, natural and organic are used in different categories to emphasize green, but can confuse and cloud the mind of consumers.”