In his brandchannel article, The Greenrush: Eco-branding, Dr. Arlo Brady explores the correlation between the green movement - the rise in public awareness of climate change and other environmental concerns - and the growth of green business. Some large companies have managed, successfully, to green their brand (Toyota comes to mind); others have always been that cool, and have benefited significantly (think Ben & Jerry's).
The problem from my viewpoint is that many large businesses are throwing themselves on the bandwagon by slackly integrating the environment into their brand messaging. It feels counterfeit, and half the time I think it is. Happily, we, the public - perhaps thanks to Al Gore and Leo DiCaprio - are increasingly questioning these claims, pressuring companies to make good or get out.
Read Dr. Brady’s article here.
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