TAG: Advertising

Endorsing Green Products

Endorsing products to be green

Consumer protection law, simply explained, is a field charged with the responsibility of protecting the general public from any form of undue exploitation by retailers and service providers. With the dawn of “going green” trends globally, the consumer is being lobbied and bombarded with campaigns to migrate to green living. These rigorous campaigns have opened opportunity for false and misleading advertising. Many consumers are heeding the call to go green. Consequently, many people concern themselves with the environmental effects of the products they purchase for domestic use. This in turn has prompted many manufacturers to endorse their products with environmental… read more

Anti-Consumerist Art and A City Without Signage

Anti-Consumerist Art and A City Without Signage

Advertising is all around us. Unless you are in a remote area and completely unplugged, then advertising is a daily sightseeing event. One artist spinning around the web, Etienne Lavie, is bringing some real attention to just how prevalent it is. Cleverly replacing what normally appears on the signs and billboards throughout the cityscape of Paris streets with renowned paintings brings a dramatized view of how signage can invade our lives, without us even noticing. The project is called “OMG, who stole my ads?” and it literally transforms the barrage of signs that people who are out and about see… read more

The Greenwash Guide

greenwash-definitions

Greenwash is alive and well across the globe. Today’s consumers are swamped with “eco-friendly” advertising and marketing messages that simply don’t come clean in the wash. Greenwash occurs when marketers seek to entice customers through unsubstantiated, fabricated or exaggerated environmental claims. In a market economy where the “green dollar” is a powerful force, we are swimming in products and services supposedly rich with environmental or sustainability benefits. But amid all the noise of organisations “going green”, why should we even care whether a few fibs are told along the way? As Futerra say in The Greenwash Guide: “Greenwash isn’t simply… read more

“Green” Imposters – Products You Should Avoid Buying

recycle-sign

Many products have, either through their own claims or public fallacy, been labeled as constituting a “greener” option. While an abundance of companies now have Eco-friendly initiatives, some even living up to, many are simply capitalizing on the ever-growing conscious of consumers. And even then, they often don’t match the level of efficiency for which they purportedly strive. Thus, you are likely to encounter several of such items, perhaps even interacting with them regularly, on a daily basis. Nonetheless, listed below are a particular few that take great notice. Recyclable Plastics Plastic products today are often branded with varied levels… read more

How Green Are They Really?

Greenwashing

Greenwashing is a means by which companies make their products or services seem more eco-friendly and sustainable than they actually are. TerraChoice (2010) has identified seven common types of greenwashing: Hidden trade-off: Focusing on one eco-friendly aspect of a product while neglecting all the other negative impacts associated with its production Lack of proof: Making claims of environmental friendliness that are impossible to substantiate (for example, percentage of recycled content in a tissue paper product) Vagueness: Using misleading claims such as “all-natural,” which don’t necessarily mean that products are eco-friendly or even healthy (arsenic is all-natural) Irrelevance: Making true assertions… read more

It’s Crazy Being Green

It's Crazy Being Green

Today, like any other day, my inbox was flooded with emails promoting amazing deals. Methodically ticking the boxes to mass delete, one of them caught my eye. The word ‘eco-friendly’, of course. Specifically an ‘Eco-friendly water purifier’. I had to investigate. I wanted to know what made the purifier eco-friendly. I had a look at the company website and there wasn’t much information as to why exactly the product was so green. So I emailed them to ask. This is the reply I received, “All our products use Food Grade materials and are BPA Free. Our Bench Top Units don’t use electricity.” Ok,… read more

Flash Mob Flashback

Flash Mob Flashback

The flash mob craze can be credited to an experiment put in motion by Bill Wasik in 2003. After the first few spontaneous demonstrations, people and companies became hooked, as flash mobs were an innovative way to spread the word about any relevant, or even irrelevant, idea. The majority of flash mobs were meant to be lighthearted, fun, and of course, unexpected and out of place. Smart mobs are a heightened form of public demonstration, and often try to bring light to important issues or controversial subjects. Marketing Green offers a brief review of the flash mob strategy and its technique… read more

Green Gone Wrong

Green Gone Wrong

Reeling in customers with false representation or misleading claims are techniques some companies use to market their products. Trying to make labeling appear greener may fool some, but smart buyers are capable of being label aware. Some organizations have attempted to uncover the tendency to use greenwashing to sell merchandise, and it may be surprising how prevalently used one study found it to be. TerraChoice conducted an initial study in 2007 to uncover whether or not merchandise that was marketed as green was in fact an ecological choice, and that the products reviewed met their claims. What they found was… read more

Human Powered Taxis

velotaxi

Bicycling is a well established form of solitary transportation (excluding tandem bikes), but what if human powered vehicles became a mainstream form of public transportation? Whether that day will come to fruition within our lifetime or not, the vision has already been set in motion as, in 1997, the first Velotaxi was authorized to operate in Berlin. Velotaxis are human powered taxi cabs of aerodynamic design that allow passengers to travel anywhere within a city without the use of fuel. To companies, Velotaxis also function as mobile advertisements, as cabs are decked out to match the current product or campaign… read more

A Bold Campaign

Bold Strategy

When attempting to change the status quo there are many tactics one can use. Sometimes one can get lucky and find success in convincing the status quo maintainer using sound logic and rationale. But sometimes what is really needed is a biased, slanted, aggressive campaign to not only throw the status quo maintainer into a state of panic, but to try to knock some sense into them as well. This is what two groups, Oil Change International and The Other 98%, did late last year, rolling out a bold campaign taking on the oil industry. “Exxon hates your children” is the… read more