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Environmental Friendly: The New Marketing Buzz Word

In times when climate change is at the forefront of political agenda and the growing disconcertion about our throwaway society increases this offers an opportunity for companies to generate a great deal of PR. Let’s be honest many companies are culprits when it comes to environmental problems whether purposely or not. Companies need to tread carefully on what is becoming a minefield where if they put one foot out of line then the company’s reputation blows up in their face. So the perfect decoy is to appear as environmentally friendly as possible.
Now so far I have been rather cynical in talking about how organisations operate. It is difficult to do business without supposedly damaging the environment -I write ‘supposedly’ as there is a very prominent argument against environmental problems at all. Whether it is true or not the media frenzy and the proverbial political bandwagon that runs alongside it mean that any organisation would be extremely naive to ignore their part in it. And so the PR campaigns begin as all the big companies make as much noise as they can in what is a deafening environment yelling to the very top of their lungs that they are in fact environmentally friendly.

If you think of the some of the major culprits then you can see how organisations have all of a sudden changed their persona almost without you realising. BP has gone from being a supplier of one of Earths most un-renewable resources to one of the UKs biggest green activists. McDonalds, considered the by the whole world as synonymous with capitalism and greed has distanced itself from its environmentally damaging persona to become almost a prominent player against environmental damage (yeah right). There are of course many more companies that do likewise; even smaller companies get in on the act by supplying eco friendly promotional products like drawstring bags.

Don’t get me wrong I think that is commendable that organisations that arguably in modern times can have the biggest influence over how people behave. PR stunt or not the changes in place can benefit generations in the future if not for the benefit of the environment but for the benefit of building respect for our planet and each other. I do think though those organisations have been forced to react to a situation and exploited them for their own gain when they should have been pushing for change prior to this in the first place.
Maybe I’m wrong but let’s be thankful I guess for the change in attitudes and now it is up to us to help make change ourselves...

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5/21/2012 7:38:49 AM