As green marketers, our collective ability to learn from these early success stories of the Simple Revolution will pay enormous dividends in reducing confusion and encouraging adoption of green products.
So keep it simple, stupid (just because it's trite and overused doesn't mean it isn't also true and effective...) As green marketers, our collective ability to learn from these early success stories of the Simple Revolution will pay enormous dividends in reducing confusion and encouraging adoption of green products.
By "not spending" on a medium as large as TV, innovative companies are gaining a larger slice of the coveted notoriety and credibility pie than their competitors. With Pepsi's announcement of its intention last week, this type of strategy has been catapulted from small budgets and fringe groups to mainstream brand validation.
Tech companies must do a better job to close this awareness gap and communicate directly with consumers by putting their green efforts in terms that consumers can relate to -- most notably with the pocket book, and they shouldn't be shy about it.
Marketers should be aware that their appeal to people's charitable or giving nature will fail when they devalue these less visible, low self-signaling products. A concentrated effort will have to be made about what products marketers pick, their social self-signaling potential, and how the CSR information is conveyed.
The pulp and paper industry as a whole is the fourth-largest contributor of toxic releases to air, according to the U.S. EPA Toxic Release Inventory Database. Even if it's not the greatest contributor to air pollution, (e.g., recent studies are pointing to the IT industry's carbon footprint as equal to the airline industry's) there is still room for much improvement.