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Posts Tagged ‘green’

White House Uses Climate Change Hashtag to Announce More Oil Drilling

We haven’t been able to review President Obama‘s “yes, we botched the product launch” press conference today, but here’s an interesting case of the White House team spinning on social.

The purpose of the tweet is to announce that domestic oil production has hit a 24-year peak, but the message is phrased to make it sound like this is a victory in the (pretty much non-existent) war on climate change. Note the #actonclimate hashtag on the graphic.

Let’s unravel this statement:

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Public Grows More Skeptical of Brands’ ‘Green’ Claims

If you think it, then it might as well be true.

The big takeaway from the latest “Green Gauge” survey from global research company GfK shouldn’t surprise you: consumers are growing more and more skeptical of brands’ green claims.

The depth of the public’s confusion and distrust, however, is worth noting:

  • 22% of consumers aren’t sure about the accuracy of environmental claims made by brands (that’s a 200% increase over the past five years)
  • 10% don’t know how well companies carry out their “environmental responsibilities” (a 300% increase over the same time period)
We feel like these numbers are too low, because 100% of consumers should be “unsure” of environmental claims made in ad and marketing content. (You can blame our cynicism and our experience in marketing and PR.)

Maybe these consumers are just afraid to admit how little they know.

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Q&A with Jacquie Ottman: Improved ‘Green’ Products ‘Held Their Value’ Through the Economic Recession

Orlando Bloom with a Toyota Prius. Photo: WireImage

Prior to the economic meltdown, brands all over the place were intensely focused on marketing “green” and eco-friendly products to consumers who had developed a heightened awareness about environmental issues. With tough economic times, there was concern that a focus on value meant this environmental concern would be pushed aside.

We spoke with Jacquelyn Ottman, founder of J. Ottman Consulting, a New York-based ad agency, and author of the new book The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding about how to market “green” in 2011.

For tips, read our Q&A after the jump.

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