While many companies are going green, and that’s something to applaud, the green initiatives are mostly staying in the office. Energy efficient light bulbs, recycling paper, turning off computers at night are all great ways to go green, but what about advertising and marketing materials? There’s no reason that items going out the door shouldn’t get a green makeover too!
From design to product materials, brochures, postcards, posters and other advertising elements can be eco-friendly with just a few tweaks.
DESIGN:GREEN WORKSHOPS
Design:Green is an organization whose mission is focused on sustainable product design. And, it’s goal is to teach other businesses exactly how to create green products by changing up the business model, product development and packaging. Design:Green offers workshops and consulting services to businesses who want some help on how to go green.
Three workshops are currently offered as two-hour, half-day or full-day sessions to industry groups.
1. How to Design and Sell Greener Products That Consumers Want
Designed for consumer packaged goods brand managers, product designers, marketers and R&D pros. Present five strategies for driving profitability and growth which will make new products fly off the shelves.
2. A Fresh Approach to Better Interior Design
This is for any business, but in my opinion, a service-based business where customers spend a lot of time at the company’s space would benefit the most from this workshop. Participants learn about Life Cycle Assessment and LEED. Qualifies for 2 ASID credits.
3. Green Building Products From Concept to Market
For designers, manufacturers and marketers from building products industries, like carpeting to window installation. Focuses on Energy Star, LEED and other market drivers that help in marketing these building products.
STUDY PAST GREEN ADVERTISING
Ford did a good job with its advertising of the Ford Escape Hybrid, using Kermit the Frog, who says “It’s not easy being green” until he finds an Escape Hybrid. Then he changes his mind to “I guess it is easy being green.”
GE’s Ecomagination advertising initiative is both advertising and a brand change. GE is committed to reducing its water footprint 20 percent company-wide by 2012 – enough water to fill more than 3,000 Olympic-sized swimming pools. You can check out latest advertising on the Ecomagination web site.
Volkswagen launched a green campaign a few years ago, and is still going strong: the 2009 Jetta TDI was named Green Car of the Year by the Green Car Journal. Here’s an example of one of many print ads VW has launched. You can find more examples of other green ads, including Chevy and Waste Management at http://greenworldads.blogspot.com/search/label/GREEN%20ADS.
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