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Has the fallout from BP’s oil spill in the Gulf tarred all brands’ green marketing efforts?
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 The public will scrutinize brands that paint green pictures more then before, which is a good thing. Green marketing is beside the point, it's those brands that actually manage to walk their green talk that will reap long term rewards, and those without this integrity that will not. The product needs to be designed cyclic, not linear, we can no longer produce, consume, and dispose, as we have reached the limits of both our physical and semiotic environment.Soon, anything that doesn't have this cyclic quality, will have to go, or humanity will drown in it's own consumer waste. Brands need to be designed to 'work' within those limitations, or cease to exist. Like oil companies will eventually cease to exist. 
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Kai Brethouwer, Creative Director, www.dutch.com.au - May 11, 2010
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The public will scrutinize brands that paint green pictures more then before, which is a good thing. Green marketing is beside the point, it's those brands that actually manage to walk their green talk that will reap long term rewards, and those without this integrity that will not. The product needs to be designed cyclic, not linear, we can no longer produce, consume, and dispose, as we have reached the limits of both our physical and semiotic environment.Soon, anything that doesn't have this cyclic quality, will have to go, or humanity will drown in it's own consumer waste. Brands need to be designed to 'work' within those limitations, or cease to exist. Like oil companies will eventually cease to exist.
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Kai Brethouwer, Creative Director, www.dutch.com.au - May 11, 2010
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When it comes to green, I mean GREEN, words mean nothing.The world order is currently constructed and designed to make green much more expensive to achieve than it should be.BP, and others, could install all the safeguards... but this shaves profits.Here is the way the corporate accountants and lawyers think: What is going to cost to do the right thing vs. what is going to cost if we have a screw up? It is nothing more than cost::benefit analysis.Is it cheaper to recall a million autos to fix something they know is bad, or to pay out the insurance claims? Is it cheaper to install filters on smokestacks and clean up industrial waste; or pay as and when there is a catastrophe. Actually, their analysis is: "Or, when we get caught."Don't believe this? Sorry, this is what I was taught when I went to one of America's top business schools.Words = Nothing.
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Steve Russell, CEO, Really Cool Limited - May 11, 2010
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In a competitive market where access to information determines consumer choices, mere words won’t simply work. However, mere actions won’t be able to reap its full benefits unless consumers know to what extent a brand is truly “green”. In some cultures, consumer surveys revealed that consumers were willing to pay more for green products. Now the question is whether the marginal revenue exceeds the marginal cost of making green products to make it economically viable. Thus, the key to success lies in actions first, then speak loudly to consumers about your contribution. Of course, actions come first, words second. Take the idea of PlantBottle prject of Coca Cola, for example. It claims to use plant originated materials in their PET bottle, and this fact is clearly visible in their label. More examples can be cited like this. So the point is, being green is not enough, consumers must know through “words from producers" (in a credible way) that they are truly getting a "green brand".
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Khandoker Mahmudur Rahman, Assistant Professor, School of Business, United International University, Bangladesh - May 12, 2010
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It is the same, there is no counter point. Brands are companies, companies are brands. Brand is under marketing, you are at fault just by your headline.
Brands need to communicate what they are doing now in their effort to become more green because these branded companies are making sure they are doing their part, right now.
More importantly, it needs to fall on the consumer. We need to stop buying junk, selling junk, thinking that we are one in the world, that we need everything right now.
We need to starting travelling as familines, it can't be just me in my big SUV. The world can't be run by large goverment, large companies running after the artic floor because I need my oil.
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Theresa Perin, Marketing Director, The Marketing Boutique - May 12, 2010
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back to debate
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