Magazine article Marketing

Brands Warned of Need to Make Green-Themed Ad Campaigns 'Compelling'

Magazine article Marketing

Brands Warned of Need to Make Green-Themed Ad Campaigns 'Compelling'

Article excerpt

Advertisers should be more creative in their use of environmental messages, according to a panel of experts at the ISBA conference's 'Green marketing at the crossroads' session.

Robert Senior, UK chief executive of SSF Group, urged advertisers to put a 'positive spin' on messages about how they are addressing global warming. 'Consumers don't just want to see melting icecaps,' he said.

Senior added that SSF would be working with Act Now, a consultancy, based in San Francisco, that advises companies on how to embrace sustainability and target emerging green audiences, which will launch in the UK this year.

Russ Lidstone, chief strategy officer at Euro RSCG, agreed that advertisers must 'entertain' to engage consumers. 'We have fallen into a pitfall of using the same 'green codes', which come across as greenwash,' he said. 'We must find compelling ways to speak about these initiatives.' According to Lidstone, user-generated content is an effective way of targeting consumers with environmental messages.

However, Friends of the Earth director Tony Juniper warned advertisers to consider the complexity of the environmental issue before pushing their initiatives. …

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