ecoAmerica/Blog

ecoAmerica and Disney Show Moms that Green is Cheap (in a good way)

I received the following press release in my inbox this morning and thought it would be worthwhile to share.  Disney is debuting a new “Green a Little, Save a Lot” site (www.family.com/greenliving) as a result of a study they recently did which shows how Moms make green lifestyle choices because it save them money, not because they're green.  This method of reaching out to mainstream audiences by connecting to Americans' core values and beliefs is how ecoAmerica conceives all of its programs including Nature Rocks.

Ten Trends Driving Consumers Toward Stability and Moderation

For many, 2009 is an opportunity to evaluate what works internally and externally within green organizations and businesses, and to watch which consumer attitudes and trends prevail through the recession.  Natural Marketing Institute (NMI) released an annual consumer trends report for 2009.  JP Collins, Sustainable Life Media notes:

• Theme is "Recalibration."
• Consumers are interested in "comfort, safety, sustainability and moderation."
• One trend is from "alt to mainstream."

Stop Chasing the Elusive Green Consumer: Find Out What Motivates Your Core Consumer First

Martin Morzynski, GreenBiz, examines a few of the ways that marketers and providers of green brands and ideas can stay in front of consumers and remain relevant during this time of economic crisis.

• Market to your consumer's values, not your perception of your product or service's value.
• Green should not necessarily be the focus of the marketing.
• Make sure green product or service benefits the consumer at least how the consumer wants it to benefit them.

NASCAR Looks to ‘Green’ Its Image

NASCAR represents an enormous marketing opportunity to the environmental community.  Environmental LEADER points out how NASCAR is already taking steps in that direction.  Organizations that connect with NASCAR on climate change will have the advantage of engaging a largely overlooked audience.

• "At the recent 2009 NASCAR Media Tour, chairman Brian France said, 'Fans are concerned about high fuel cost, global warming and energy independence. We recognize this must be one of our priorities moving forward,' according to Huliq News."

WaPo to Shutter Green Site Sprig?

The current economic climate has everyone watching the "green" marketplace to see how the many products and services fare.  It seems clear that different messages are needed to communicate to the public about climate change during a recession.  One website which was unable to hold onto its audience is Sprig - Washingtonpost.Newsweek Interactive is planning on folding the female-oriented and green-themed site.  The article posted below on Adweek suggests that the audience just wasn't as big as the company had hoped.  I tend to think that Sprig didn't find the right messaging and in fact, maybe even underestimated the size of the potential audience.

"ECO-BOUNTY" From ECO-FRUGAL to ECO-METERING, future profits will be green

Trendwatching.com posts about the top 12 eco sub-trends that they think marketers should take advantage of in the current environment.

• The top Eco sub-trend is "eco-frugal."  Trendwatching.com is definitely on track here as Americans are going to be pinching pennies and any environmental marketers that focus on how green will save you money are going to come out on top.

Johnson Controls Brings Its 'Efficiency Now' Campaign to YouTube

American College & University Presidents' Climate Commitment Sponsor, Johnson Controls, has a new marketing campaign, "Efficiency Now," which aims to inform mainstream Americans abut energy efficiency. 

• The two minute ad highlights public confusion surrounding the terms "sustainability" and "energy efficiency."
• The ad aims to engage average Americans in seeking to take steps in their daily lives towards energy efficiency.

Americans support action on global warming despite economic crisis

A survey recently released by researchers at Yale and George Mason Universities provided some very interesting data.  The impression left by the survey is that a large majority of Americans would support some action on climate but are still confused by how they can best make a difference and are unlikely to support a national cap-and-trade system.  These are the areas where we need to start communicating more effectively to the public.

According to the survey:

• 90%+ of Americans think that the US should act to reduce global warming.
• 34% think the US should make a large-scale effort, even if it has large economic costs.
• Only 11% strongly support a national cap-and-trade system.

Millions are being poured into polar opposite clean coal campaigns

It seems that there continues to be much to say on the aggressive marketing campaigns on clean coal, both for and against.  I have previously posted about it here and of course, no one can forget the clean coal carolers (thought we might wish to).  This newest post on TribLIVE points out the strategies behind the "dueling marketing campaigns."

• NGO campaign hopes to force coal industry to provide evidence or admit defeat on the reality of clean coal by pointing out that so far, the industry's marketing has only been misleading.
• Coal industry spent between $35 and 48 million on marketing clean coal last year.
• The $$ being spent to mount an opposition campaign has not been disclosed, though The Reality Coalition promises to spend whatever is necessary.

Increased Number Think Global Warming Is “Exaggerated”

While environmentalists see the problem of climate change as becoming more immediate and defined, efforts to communicate its reality and significance seem to be failing.  A new Gallup poll shows that Americans currently have a higher skepticism "about mainstream reporting" on climate change than at any other time in the past decade.

• In 2006 38% said global warming was underestimated.  Today only 30% think so.
• In 2006 28% said global warming was exaggerated.  Today that number is 41%.
• Those concerned for global warming "a great deal" or "a fair amount" has decreased from 66% to 60% in past two years.