Suitably 'inspired', I go off message...
Hey, what's the worst that could happen? They've ignored all my efforts at trying to engage thus far.
Marks & Spencer describes its journey from corporate social responsibility to sustainability
I'd like to think many brands/retailers are committing to environmentally sound initiatives and practices for more than pure bottom line as opposed to more laudable triple bottom line reasons. But the realities are few and far between.
Sadly, from personal experience, I have found too many managers (at least at mid, gatekeeper level) exist solely on what makes a margin. The talk from on high may be there, but the walkers lower down ain't hearing... or, frankly, being encouraged much.
And the retail world especially seems to make the Russian military look like a Woodstock reunion: the climate of fear at every level is palpable, from worrying about what might not make money to wondering if they guy above will get miffed at not having had a good idea.
The odd thing is that it IS possible to make green not just for the planet, but also your consumers AND yourselves.
Just stop thinking like buzz-word marketers and start empathising as human beings with shared values.
Marks & Spencer creates 'virtual patchwork quilt' for Copenhagen Climate Summit drive - Looking for tangibles... finding few. I imagine the presentation of the patch will attract a fair bit of PR come the day, mind.
Showing posts with label ETHICAL MARKETING. Show all posts
Showing posts with label ETHICAL MARKETING. Show all posts
Tuesday, October 27, 2009
Wednesday, October 29, 2008
One less reason to shop...?
Has the the lucky Rabbits' foot that is Junkk.com struck again?
Well, for some.
Now, I'd be hard-pressed to say our little effort in Ross is much more than a drop in the ocean, but our local Morrison's has run out of Let's Grow vouchers.
Just popped over to get the boys' lunch, and as the cashier handed me my bill I smiled and asked for my vouchers, too.
"We've run out', she said.
'Well, what do I do to get them,' I asked.... "See the supervisor".
Oddly, I had only got a few words out before this lady was in full 'It's not my fault" mode.
They've run out, they didn't get any more and at this stage (it ends Nov. 6) there may not be any. No offer to log my receipt in case they do.
Now.... I don't know much about marketing, but that rather smacks of a bit of poor planning and rather suspect customer relations at head office.
Happy to play our part in making the scheme a success. Shame we seem unlikely to get any more vouchers, mind.
Anyway, every little bit helps. And maybe we did, a bit, too.
Well, for some.
Now, I'd be hard-pressed to say our little effort in Ross is much more than a drop in the ocean, but our local Morrison's has run out of Let's Grow vouchers.
Just popped over to get the boys' lunch, and as the cashier handed me my bill I smiled and asked for my vouchers, too.
"We've run out', she said.
'Well, what do I do to get them,' I asked.... "See the supervisor".
Oddly, I had only got a few words out before this lady was in full 'It's not my fault" mode.
They've run out, they didn't get any more and at this stage (it ends Nov. 6) there may not be any. No offer to log my receipt in case they do.
Now.... I don't know much about marketing, but that rather smacks of a bit of poor planning and rather suspect customer relations at head office.
Happy to play our part in making the scheme a success. Shame we seem unlikely to get any more vouchers, mind.
Anyway, every little bit helps. And maybe we did, a bit, too.
Thursday, March 27, 2008
POLL - MW/YouGov green issues marketers’ poll
You need to take a large dose of salt with them usually, but they're always worth a gander if only for a laff: MW/YouGov green issues marketers’ poll
I seem to recall taking part even. Not sure what that says about me. I think I may have skewed the result, mind.
A few points, which are acknowledged. One is the difference between 'doing' and 'being seen to be doing'. Which can equate to getting credit more for dropping a ton of dough claiming stuff than actually doing any of it. And with even major media having the attention span of gnats these days, much less checking stories, if it gets punted out as green it will get printed as green. Even if it might all wash away with the first shower.
Plus I loved this: 'Other fascinating insights gleaned from our research include the aversion of marketers to the idea that brands should pay a green tax. They believe it is the Government’s responsibility to take care of the costs associated with going green.' I believe that is a classic MaRiDa (Mandy Rice Davis) comment: 'well, they would say that, wouldn't they?'
Speaking from personal experience, I am also not at all surprised to find 'that it is senior people who are the main force pushing green issues rather than marketers lower down the scale.'
Most in the profession (which also often seems very short lived, which may explain a lot else. No sooner do I hone in on a promising lead than he/she has left 'to pursue their own interests'. Or to become a football manager, doubtless for the increased job security) seem to see their role more as gatekeepers of the status quo, and actually getting innovative on anything without the nod from on high ain't gonna happen. Even getting from Trace on reception to Mrs. Miggins in the PA pool is tricky enough. I know of one company who got their knickers in a twist about a call to see who best to pitch a green initiative to because they were on the Telephone Preference Service list!
There does seem to be a disconnect. But to be fair, I also suspect those big bosses who make big green noises are the first on the horn when any initiative dents the bottom line. Black trumps green when it comes to bonus time, even though staying the course can work out better on all counts in the long run. But as long runs don't seem a factor in mid-level marketing careers, it may explain why the short term gain is favoured more.
The full survey, by the by, is not free. £999+VAT not free. Those marketing tinkers, if it had been over a grand I wouldn't have considered it, but at that price...
Addendum:
Greenbang - And the ten least green brands are…
Great... er... minds...!
At least these things give folk like us something to write about.
That said, I rather dread seeing those perhaps surprisingly higher than warranted whacking out a 'Top 10 Green Brand' logo in the next few days.
Having taken part (and only having done so to find out what the questions might be... I wonder how many 'so much to do, so little time' top marketing gurus would have devoted the time), and now basking in the glow of being deemed a 'top marketing professional' (the qualification criteria were ruthless, I tell you), it is refreshing to see that 'we' are only human: 'Quick... name a green brand!!!!!' Er... Toyota Prius? No... HSBC (er, actually, what happened to them? They have spent oodles!).
Like Brucie might say (well, once have said); 'Good game, good game!'.
I seem to recall taking part even. Not sure what that says about me. I think I may have skewed the result, mind.
A few points, which are acknowledged. One is the difference between 'doing' and 'being seen to be doing'. Which can equate to getting credit more for dropping a ton of dough claiming stuff than actually doing any of it. And with even major media having the attention span of gnats these days, much less checking stories, if it gets punted out as green it will get printed as green. Even if it might all wash away with the first shower.
Plus I loved this: 'Other fascinating insights gleaned from our research include the aversion of marketers to the idea that brands should pay a green tax. They believe it is the Government’s responsibility to take care of the costs associated with going green.' I believe that is a classic MaRiDa (Mandy Rice Davis) comment: 'well, they would say that, wouldn't they?'
Speaking from personal experience, I am also not at all surprised to find 'that it is senior people who are the main force pushing green issues rather than marketers lower down the scale.'
Most in the profession (which also often seems very short lived, which may explain a lot else. No sooner do I hone in on a promising lead than he/she has left 'to pursue their own interests'. Or to become a football manager, doubtless for the increased job security) seem to see their role more as gatekeepers of the status quo, and actually getting innovative on anything without the nod from on high ain't gonna happen. Even getting from Trace on reception to Mrs. Miggins in the PA pool is tricky enough. I know of one company who got their knickers in a twist about a call to see who best to pitch a green initiative to because they were on the Telephone Preference Service list!
There does seem to be a disconnect. But to be fair, I also suspect those big bosses who make big green noises are the first on the horn when any initiative dents the bottom line. Black trumps green when it comes to bonus time, even though staying the course can work out better on all counts in the long run. But as long runs don't seem a factor in mid-level marketing careers, it may explain why the short term gain is favoured more.
The full survey, by the by, is not free. £999+VAT not free. Those marketing tinkers, if it had been over a grand I wouldn't have considered it, but at that price...
Addendum:
Greenbang - And the ten least green brands are…
Great... er... minds...!
At least these things give folk like us something to write about.
That said, I rather dread seeing those perhaps surprisingly higher than warranted whacking out a 'Top 10 Green Brand' logo in the next few days.
Having taken part (and only having done so to find out what the questions might be... I wonder how many 'so much to do, so little time' top marketing gurus would have devoted the time), and now basking in the glow of being deemed a 'top marketing professional' (the qualification criteria were ruthless, I tell you), it is refreshing to see that 'we' are only human: 'Quick... name a green brand!!!!!' Er... Toyota Prius? No... HSBC (er, actually, what happened to them? They have spent oodles!).
Like Brucie might say (well, once have said); 'Good game, good game!'.
Friday, February 08, 2008
Well, there's a thing
Marketers warned against making false eco-claims
From Mad - Companies trying to ‘out-green’ each other in the battle for consumers’ hearts and minds are creating a potentially dangerous minefield for marketers, warns a new study from Getty Images.
Getty, which specialises in the creation and distribution of visual images, has launched its latest MAP (What Makes ...
Want to read more? If you do, you can, and it's free. But it's a trial. Here.
I think I've seen enough to get the message. Think is, have the... 'companies'.
ADDENDUM - polar-bears-fail-to-give-right-message - the full-er, story. So see, it pays to know folk who know folk
From Mad - Companies trying to ‘out-green’ each other in the battle for consumers’ hearts and minds are creating a potentially dangerous minefield for marketers, warns a new study from Getty Images.
Getty, which specialises in the creation and distribution of visual images, has launched its latest MAP (What Makes ...
Want to read more? If you do, you can, and it's free. But it's a trial. Here.
I think I've seen enough to get the message. Think is, have the... 'companies'.
ADDENDUM - polar-bears-fail-to-give-right-message - the full-er, story. So see, it pays to know folk who know folk
Tuesday, January 22, 2008
Ethics is as ethics don't
Is ethical marketing an impossibility?
I don't pretend to have fully thought through, and hence comprehended the full consequences of the literal semantics involved in joining the words 'ethical' and 'marketing' (pause to gulp down a breath), but allowing for a pragmatic acceptance of the realities of existing in a consumer-driven society I don't see why not.
Having gone through the whole ethical is/isn't/and/or/complement thing with Newsnight's Ethical (or did they mean sustainable) Man a while ago, the definition is a bit broad. Are we talking putting sweat shops completely out of business because they employ kids and it's better the West feels warm 'n fuzzy now than they get fed tomorrow, or advertising a hybrid Chelsea tractor?
Ain't easy. If it's planet saving I'd say flogging any new stuff at the expense of reducing, reusing or repairing it's hardly the best green option, but in reality some are better than nothing if they move us in a better direction.
I don't pretend to have fully thought through, and hence comprehended the full consequences of the literal semantics involved in joining the words 'ethical' and 'marketing' (pause to gulp down a breath), but allowing for a pragmatic acceptance of the realities of existing in a consumer-driven society I don't see why not.
Having gone through the whole ethical is/isn't/and/or/complement thing with Newsnight's Ethical (or did they mean sustainable) Man a while ago, the definition is a bit broad. Are we talking putting sweat shops completely out of business because they employ kids and it's better the West feels warm 'n fuzzy now than they get fed tomorrow, or advertising a hybrid Chelsea tractor?
Ain't easy. If it's planet saving I'd say flogging any new stuff at the expense of reducing, reusing or repairing it's hardly the best green option, but in reality some are better than nothing if they move us in a better direction.
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