I found this story in the Marketing Daily newsletter about a new campaign from Timberline, focusing on “environmental heroism.” (Click here to see the Tuesday story.)
Today in the Marketing Daily newsletter, there is a story about a partnership between IBM and The Nature Conservancy, which has to do with mapping the health of rivers in the U.S. (Click here to see the story.)
Implications: Obviously, the campaigns mentioned above have been in the works for some time, and their proximity (in terms of timing) to the Gulf oil spill this summer are purely coincidental. But as the next few months unfold, I would expect to see a number of additional environmentally-friendly campaigns roll-out; smart marketers know that many consumers have a heightened sense of environmental awareness right now, a reaction to the catastrophe and massive coverage given to the Deepwater Horizon incident.
According to a breaking news alert from the New York Times this morning, BP has issued a statement about the complex set of decisions and equipment failures—involving a wide variety of companies—that contributed to the disaster. (Click here to read that story… or click here to see the statement from BP.) To date, BP has largely been the focal point, if not the poster child, for this tragedy. It will be interesting to see whether their attempt to broaden the blame to other companies is another early sign that they’d like to draw a line in the sand, with regard to liability. (I wrote about the same idea back on September 3; click here to see the Elm Street blog posting “UPDATE: Oil industry incidents and implications.”)
More interesting still: The possibility that all of this could increase the sophistication of consumers... both in regard to their ecological savvy, and in terms of the way they decide to trust large companies and their marketing and PR departments. (Or not.)
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