April 12th, 2010 by Carolyn Parrs & Irv Weinberg, Mind Over Markets
Sorry to sound like a broken record but here we go again. If green is going to have any real impact, you got to make it about me. Bring your message down to earth. Make it personal. I don’t eat organic pizza to save the planet. I eat it because it tastes better. I don’t wear eco anything because of a melting iceberg. I wear it because it feels better and I look great in it. But don’t believe me. This week in Joel Makower’s blog post ”
Me First, Planet Later” he reported:
“The news this year is not encouraging. The Great Recession has taken its toll, as has the “controversy” created by climate deniers — those advocating that climate change either isn’t real, or that it isn’t caused by human activity, or if it is, the “fix” is too costly, especially during tough times. Interest in and commitment to environmental problems and solutions has dropped among Americans. With the exception of committed environmentalists — a relative sliver of the populace — the mood has switched from “What can I do to be helpful?” to “What’s in it for me?”
Frankly, we always believed it was the latter that really moved the needle toward green from as far back as saving the ozone layer. Making ozone personal is what did the job. Now what about your product? How are you making your green message personal so we really give a #%&*?
Tags: Carolyn Parrs, green message, green business, green communications, Green marketing, Green Marketing Blog, Greenbiz.com, Irv Weinberg, Joel Makower, Me first planet later, Mind Over Markets, ozone layer, saving the planet, sustainability in business
Posted in green messaging | 1 Comment »
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April 13th, 2010 at 8:12 pm
Carolyn, you have an extra http in the link to Joel Makower’s article. The correct URL is http://www.greenbiz.com/blog/2010/04/12/earth-day-and-polling-america-2010-me-first-planet-later#ixzz0kw4vcAU4
Shel Horowitz, primary author, Guerrilla Marketing Goes Green