This morning, a story from Marketing Daily cites Mintel online research to explain that many people haven’t the foggiest idea what some eco-friendly advertising claims mean, much less why they are relevant. Click here to read the story.
Implications: It is easy for marketing folks to get caught-up in the fashionable language of the day… not realizing that they’ve been exposed to a lot of environmentally-friendly nomenclature for much longer than most consumers. While there is a vocal minority who understand what you’re talking about when you say, “fair trade,” a majority of consumers might appreciate having you explain specifically what you mean by that, and why it’s important.
Mike Anderson
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