Magazine article Marketing

Rising Challenge of Green

Magazine article Marketing

Rising Challenge of Green

Article excerpt

Rising challenge of Green

Every week we hear of new corporate initiatives to exploit the Green concerns of today's public. This is significant in a way that it isn't widely recognised.

In the first wave of post-war enthusiam for environmental protection during the late 60s and early 70s, being Green and being consumerist were mutually exclusive. The only way to solve the world's environmental problems, including pollution and natural resource depletion, was to cut down on consumption.

During the 70s and 80s energy efficiency and pollution control measures appeared to promise a "have your cake and eat it environmentalism". When in the late 80s the stage became set for a new wave of environmental concern, this time it was natural for the Green consumer to emerge as a consequence. 1980s environmentalism became an opportunity. Indeed, in some companies it seems to have been a godsend to "angle exhausted" marketing executives desperately seeking a new positioning for their brands.

But can this last? Simple-minded economists who put faith in the forces of supply and demand, say yes. So, pay a few pence more for your Green washing powder or hundreds of pounds more for your Green car, but don't stop washing or driving. …

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