Full disclosure: I'm not a fan of the term "green marketing." While phrased with the best intentions, it's far too limiting and self-serving for my taste. At its worst, it risks a myopic focus on leveraging environmental commitments to earn points with consumers. I've often thought, "Is the term green marketing itself green washing?"
The recently released Carbon Disclosure Project report doesn't exactly scream bedtime reading. It's 50-plus pages of findings from the CDP's annual survey of top global companies, written on behalf of 655 investors with assets of $78 trillion.
Is it just me, or have natural disasters around the globe been occurring at a faster rate than ever before? Every time I turn on the TV or go online to get updated on current events, I read or see a story about another earthquake, flood, or wildfire wiping out people's houses and destroying parts of cities. According to a survey by the National Survey of American Public Opinion on Climate Change, 62% of Americans feel that climate change is real and occurring right now. That's a 7% increase from the same study conducted last year.
Hey, marketer? As pop singer Avril Lavigne famous asked, "Why'd you have to go and make things so complicated?" Fall is an important period of head scratching and number crunching as corporations and governments plan marketing and communications budgets for the next 12 to 18 months. Typically, stuff gets out of hand when a bunch of well-meaning execs who need to deliver numbers pile into meeting rooms with creative marketing types. It's like seeing how many people can fit in an old VW Beetle. There's a lot of uncomfortable contact.