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APATHY is no longer the biggest challenge facing environmental marketing – “Green-washing” (false claiming) is. “Even inadvertent marketing claims that overstate a product’s sustainability destroy consumer trust,” says Seth Farbman, global CEO of OgilvyEarth. “Once consumer confidence is lost, we risk losing all the progress of the past decade.”
In South Africa to launch the agency and speak at a conference, Farbman answered questions about sustainability marketing.
How important is sustainability?
Ultimately, sustainability allows steady, unending growth – economic and social – by recognising the limitations of resources and working within them. Sustainability delivers a world where we no longer must accept the false choice between a rising quality of life today and an environment that can sustain it tomorrow.
Can we make a difference?
We really don’t have a choice. There’s only so much oil, water and air. The United States already has the technology (more efficient appliances and cars, better insulation, etc) to reduce energy use by 40% – without consumers having to make a sacrifice.
Is public apathy still a problem?
Public apathy will always be a problem, but it’s our job as marketers to make people understand why they should care.
Does the public dismiss sustainability as a marketing gimmick?
There certainly is some “green fatigue” after the past few years of constant sustainability marketing. But consumers have also become much more educated, and are even more loyal to companies that market authentically and honestly.
For a fuller report of this interview, please go to www.fin24.com/AdReview.
In South Africa to launch the agency and speak at a conference, Farbman answered questions about sustainability marketing.
How important is sustainability?
Ultimately, sustainability allows steady, unending growth – economic and social – by recognising the limitations of resources and working within them. Sustainability delivers a world where we no longer must accept the false choice between a rising quality of life today and an environment that can sustain it tomorrow.
Can we make a difference?
We really don’t have a choice. There’s only so much oil, water and air. The United States already has the technology (more efficient appliances and cars, better insulation, etc) to reduce energy use by 40% – without consumers having to make a sacrifice.
Is public apathy still a problem?
Public apathy will always be a problem, but it’s our job as marketers to make people understand why they should care.
Does the public dismiss sustainability as a marketing gimmick?
There certainly is some “green fatigue” after the past few years of constant sustainability marketing. But consumers have also become much more educated, and are even more loyal to companies that market authentically and honestly.
For a fuller report of this interview, please go to www.fin24.com/AdReview.
