Apr
22
Earth Day; A Marketing Event?
Filed Under Marketing, Random Thoughts | Author: Gerald Smith |
Larry Light, chairman-CEO of Arcature, a management consulting firm, said it best, “my concern is that some companies just view Earth Day as a marketing event, like Thanksgiving or Christmas! Then they’ve fulfilled their obligation for the rest of the year. The whole issue of sustainability means that a commitment also has to be sustainable. If it’s only for one day, then it’s a marketing event.”
April 22nd came and went, somewhat overshadowed by the anticipation of the Pennsylvania primaries. And yes it was Earth Day! And, we were reminded at every turn. But not necessarily for the right reasons.
Every marketing campaign was in full force to take advantage of the ‘new’ Holiday - well maybe not yet - but give it five years.
The majority of the ads and emails I saw were crossing the fine line between marketplace responsibility and blatant brand building. However, those who used their resources to raise the awareness of environmental stewardship should be applauded! Those who simply, once again, took the opportunity to say ‘look how green we are’ - shame on you. You only create skepticism among consumers.
Try again next year…
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