Last week, an article from Marketing Daily touted the new “sustainability initiative” of Proctor & Gamble. It talks about making their distribution system (including trucks) more energy-efficient, reducing the amount of materiel that goes into their packaging, and powering their manufacturing centers with more solar and wind energy. Click here to read the story.
Implications: Aside from convincing people to wash with cold water instead of hot, there did not seem to be a huge marketing focus behind this announcement (yet). Correct me if I’m wrong, but it seems to me that P&G is getting the back-end of their operation into good environmental condition, before shouting about it on the front-end of their marketing strategy.
Smart.
I’m not at all opposed to green marketing. But I appreciate it when a company’s environmental policy is created by its leadership, rather than by a copywriter. (I suspect consumers will, too.)
[Also see: “Learning Opportunities,” posted 7/23/10, or other stories from Elm Street that are “Environmentally Friendly.”]
Mike Anderson
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