« Moving House | Main | I have a gift for you »
November 30, 2007
Green Laundering
If marketing directors know what sells,
then this has to be a good sign? Right?
By using an acute green wash to sell a drink, they're telling me that green is a powerful message, one that gets attention and one that has gone from the hippy domain to the bogans.
However, I may not be so amused...
It cheapens a really important message, besides the sense of 'using' it for profit. It also suggests that it may be a fad if it can be used as a pitch. Advertising for the mainstream always uses what is the most ephemeral and trendy. It therefore says that 'green' is truly part of the zeitgeist. And a zeigeist will change...
So my concern is that if the green theme can be used inaccurately so as to actually result in someone buying a completely unrelated product, how can it truly be a green revolution?
Let's hope that green isn't a phase to just be used by advertising agencies to shift shit.
[current mood] Sourdough Fruit Buns & Sneaky Sound System
Posted by nat at November 30, 2007 2:24 PM
Comments
you know what, for every greenwashing asshole out there, there will be at least one sincere person trying to make a really sustainable difference; one company that really changes its effect in the long term.
for example, here's one architect who really seems to be practicing what he's preaching:
http://www.ted.com/index.php/speakers/view/id/100
Posted by: carla at December 5, 2007 3:15 PM
hi nat,
i agree with you, but at the end of the day i'd rather green/eco-ish messages to absorb mainstream advertising discourses, than, well, for others to.
the coopers ad reinforces an important message, even if it it comes from an insincere corp-cult place of intent.
i do think green-washing is a major issue, especially when companies make false claims - particularly regarding "organic products" - as such claims are just grossly irresponsible, but general "cashing in" on eco-friendly messages in can't be a bad thing.
of more concern is the introduction of the hummer to oz auto sales!!
take care, talk soon,
glenn
Posted by: glenn at December 6, 2007 6:19 PM
