Magazine article Marketing

Kenrick Leads Talks on Green Marketing Terms

Magazine article Marketing

Kenrick Leads Talks on Green Marketing Terms

Article excerpt

Industry leaders from the UK's top advertisers and their agencies are convening today (Wednesday) to develop a common language for the marketing of green credentials to consumers.

The first meeting of the Green Alliance aims to establish guidelines that could pre-empt rulings currently being drawn up by the government.

If successful, the body could play a campaigning role similar to that of Project 10, a drinks industry initiative that aims to encourage responsible marketing.

On the agenda at the meeting, which is being held at The Engine Group, is whether a focus on carbon emissions is the most effective way to communicate green credentials.

Former B&Q marketing director Jo Kenrick, who is leading the project, said: 'Carbon footprinting is an interesting way, but not the only way, to look at the issue. For some activities, carbon is irrelevant.'

She suggested that water and energy use could also be helpful indicators of a brand's environmental record and questioned whether 'normal, ordinary people' understood what carbon emissions meant. …

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