MarketingProfs

MediaBuyerPlanner: Sixty-four percent of respondents in a study by Landor Associates couldn’t name a green brand. Even worse, Fifty-one percent who claimed to be in the green camp couldn’t point to one.
Agencies are finding that marketing is a challenge in the eco-arena, Mediaweek reports. Companies that claim to be environmentally conscious, but their actions show otherwise, are called out for greenwashing. Ford was recently pegged this way. Advertisers are trying to find ways to prove green credentials, such as DaimlerChrysler, Alcoa and AbTech which are paying up to $5,000 dollars per sign to put their logos on billboards in Washington that carry environmental messages.
Other companies getting into the green act include Dow Chemical and its “Human Element” campaign, Shell Oil which recently launched a $30 million marketing campaign, via JWT, Houston, about its higher quality fuel, less polluting fuel, and General Electric with its ongoing “Ecomagination” effort that focuses on the need for cleaner, more efficient sources of energy, reduced emissions and abundant sources of clean water.
“Green is green as in the color of money,” says Judy Hu, global executive director of advertising and branding at General Electric. “It is about a business opportunity, and we believe we can increase our revenue behind these Ecomagination products and services.