Magazine article Marketing

Editor's Comment: Don't Give Green the Red Light

Magazine article Marketing

Editor's Comment: Don't Give Green the Red Light

Article excerpt

'Red is the new green' just about sums up how the thrift agenda has replaced the environmental trend.

A year ago, many brands were communicating commitment to the environment with bold messages about their sustainability and dedication to reducing emissions, packaging and water consumption. Now many seem more committed to the bottom line. Brands may have little choice, but such changes of heart lead to accusations of cynicism that give marketing a bad name.

Honda is one brand that, despite losing sales along with the majority of other car marques, is determined to push ahead with its environmental message. Its decision to sell its F1 team may have been inevitable in the current climate, but I think it has had a lucky escape. Its tie-up of a gas-guzzling sport with environmental messages never worked for me Yet although it had its critics, I don't think MyEarthDream damaged Honda's credibility; it just wouldn't have helped it in the long run. The brand is well-advised to shift its focus away from performance - particularly as it languished further down the grid than other teams - to a concentration on greener cars. …

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