Green marketing: a true battle or a mean to meet an underlying strategic end?

Résumé du document

Sustainable development is now on everybodys' lips and the movement to save the planet is starting to have quite an impact in the most developed countries. Barack Obama made it a key argument to win over the American voters during his run for presidency and now companies are also crying out their latest stand for the environment. It is undeniable if society wants to prolong its stay on this planet, acting now in favor of the environment is a good idea. Realizing that cutting down trees in the Amazon forest is bad will definitely not be enough; real decisions will need to be taken. Society has fallen into a vicious cycle. In order to have economic growth, people need to consume more. But, in order for consumption to happen, people need to have money.

Extraits

[...] No one can blame the NGO Amis de la Terre”[1] for pointing fingers. They recently created the Pinocchio prize which was awarded to the company considered as the most talented to lie about its ecological engagements. French car maker Renault was third on the podium. It looks as though their television commercials lauding cars behind which trees grow are not fooling the public at all. Truth and transparency should now become the two key words to follow for a successful message. The Professional Advertising Authority has even decided to check all campaigns. [...]

[...] It's through careless marketing that the word “greenwashing” emerged. It addresses the “practice of companies disingenuously spinning their products and policies as environmentally friendly” (Wikipedia). This neologism is also quite close to “brainwashing” and has somewhat of the same characteristics. As a result, in times of crisis, NGOs succor the injured corporations who asked for their assistance. Greenpeace and the World Wildlife Funds are amongst the most wanted at corporations' side of the French believe companies are lying when their communication campaign is based on sustainable development. [...]

[...] La neutralité carbone en question Enjeux Jan : 48-50 Internet Mora, André. La grande peur du marketing ecolo Newzy.fr 14 Jan Accessed on 15 Jun Péters, Sophie. consommation responsable marque le pas”. LesEchos.fr 2 April 2008. Accessed on 15 Jun Richebois, Véronique. Le développement durable, un thème ambigu LesEchos.fr 11 Jun Accessed on 15 Jun Cousin, Capucine. Orange passe au vert LesEchos.fr 18 Nov Accessed on 15 Jun “Greenwashing”. Wikipedia Accessed on 15 Jun Ottman, Jacquelyn. “Whom do you trust to make green marketing claims”, Greenmarketing.com Summer 2009. [...]

[...] It could also be a key for companies to well by doing good”. Marketing to these young adults gives companies a brighter future and if they could do so by being more responsible then it's a win-win situation. Overall of the French have heard of sustainable development and 75% agree something has to be done. But, in order for them to react it seems as though there must be a particular context. The company communicating to them must be credible and sell them a true eco-friendly product. [...]

[...] Having nature as an alibi isn't enough anymore to the eyes of the consumer. From alarming and important topic, the green movement is now a trend. Buying and consuming “greener” products is what the “cool kids on the block” are doing. A company that has gone green must now fare better than the others. Not only do they have to build a better mousetrap than their neighbor, they also have to design it to be “eco-friendly”. Are communication experts using Mother Nature to captivate a scattered audience with an attention deficiency? [...]