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Arnold on ethical marketing

Blue skies, yellow sand and shades of green 

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There’s little doubt that the UK is ahead of the green game.

Having just returned from Spain, I was surprised that green issues don’t seem to have caught on in their marketing. I did see one excellent commercial encouraging people not to waste water but by contrast there were plenty of car ads encouraging planetary destruction. Ironic considering you can buy bio-fuels at most petrol stations.

Talking to an owner of a local supermarket he told me that Fairtrade and Organic were only just starting to happen, as for green it wasn’t on his agenda.

The Spanish are a very laid back nation unlike us Brits who take everything so seriously. Which in the case of environmentalism is just as well.

Here, it seems, we are well ahead of the green game in our marketing. Almost every brand here is trying to be some shade of green. And even though some of it is green wash, better wash than nothing at all. However, more and more brands are embracing genuine green and ethical values and discovering it’s good for business and the bottom line. In fact the economic case for being more ethical is been proven again and again.

There must be few marketing directors who aren’t asking the question, “how ethical do I need to be to win the green pound?”

This Wednesday sees the latest in a series of green conferences – APPLIED GREEN, a festival of minds. It should prove to be fascinating with an interesting group of top thinkers and speakers and probably just as interesting group of delegates all discussing what must be the hottest issue in marketing in the last decade - the impact of green issues on conventional business and mindsets.

Headlining is Jonathan Porritt, founder director, Forum For The Future.

As Brand Republic’s official green blogger I shall be reporting back on the conference so check out this site on Thursday morning if you can’t make it. I believe there are still a few tickets left so there’s still a chance to join the debate of the year.

-------------------------

See here for more details visit the site.

To get your ticket contact Celia Miranda at Campaign on +44 (0) 20 8267 4919 or send her an e-mail at celia.miranda@haymarket.com.

Published Oct 01 2007, 03:52 PM by CHRIS ARNOLD

Comments

by Peter Martin
October 1, 2007 11:17 AM
 
Well, I'll take your word for it that the UK is 'ahead' of Spain, at least. Though I still chortle as I read my Indy and see an Evian ad or my Guardian and get a 4x4 tootling across the banner. And I must look out for bio at my local Morrisons. Have fun at the conference. As it's a long way away and a tad pricey at £649+VAT for the day I would have loved to come but for various reasons cannot. I hope those who can afford the time and money to do so will have lots of lovely green wheezes. Hence your report will be welcome.
 
 
by Elina Halonen
October 1, 2007 3:49 PM
 
Can't resist playing the devils advocate here... Would the fact that green is not on the radar of a supermarket owner be down to the fact that a lot of food in Spain (my assumption, as I haven't investigated this extensively) is for the most part locally or nationally sourced anyway, and they have a more natural relationship with food anyway than Britain where everything comes wrapped three-fold in plastic? A lot of other countries (e.g. Germany, the Nordics) are not as hysterical about being green as Britain has recently become, simply because they have been that for a while - e.g. a quick visit to Germany will show you that there are recycling bins even on train stations, with separate bins for plastic, glass etc. Supermarkets in Britain are considered to be the most evolved with their highly developed own brands (often even 3-tiered, value/standard/premium), whereas in less developed markets the own brand merely stands for value range. In the attempt to distinguish themselves from their competitors, the supermarkets in the UK have developed more and more complex product ranges, most of which come with a lot of packaging to support the branding -to bring their branding to the customer's home. Without the need to be seen as the most hip and happening supermarket in Madrid, the local supermarket can just concentrate on getting the best local produce for their customers. So, this new greener gear for companies is merely a response to the public hysteria about greeness and that way, more green wash than genuine concern for the environment -they're only doing it to bring more cash in.
 
 
by Elliot James Preston
December 19, 2008 9:58 AM
 

Hi

I work for Sincerity Agency which is a Green and Ethical integrated advertising agency in Canterbury, UK. Our mission is focused on advertising and new media in targeting the green audience and supported - not led by - mass market advertising. We aim to help combat climate change through our own approach. If you would like to help or learn more please visit our website www.sincerityagency.com

Thanks

Elliot

 
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Arnold on ethical marketing

Ethics is the fastest growing area of marketing. From green campaigns to greenwash. It's hot. It's complicated. And most companies get it wrong.
 

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CHRIS ARNOLD

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Arnold on ethical marketing

Member since: 03 Jun 2008

Last login: 19 Nov 2009

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