Handset manufacturing giant Nokia has taken home the Grand Prix at the 2008 Green Awards, The Grand Prix rewards the campaign which best exemplified an outstanding environmental message, and had the greatest capacity to raise awareness.
The awards emphasise the role that needs to be played by the marketing and communications industries in informing people about green issues, products and lifestyle choices.
Other brands that were recognised included Coca Cola, Lush and Cadbury’s. But can are ‘green’ initiatives from big brands all a bit gimmicky?
Last year, Richard Branson, founder of the Virgin brand marquee, was named Citizen of the Year by the United Nations for his eco-advocacy.
However, the Rebel Billionaire attracted a host of criticisms after his victory because he ran an airline company.
Airlines are spewing out 3.1 billion tonnes of carbon dioxide into the environment in Europe alone.
Branson countered criticisms by pledging 100 per cent of the profits from the business to developing cleaner and more energy efficient fuels.
However, without government leading the way, it is difficult for the whole country to cut back on our carbon footprint – and this is why, some say, it is up to the big corporations to take the lead.
A recent survey from CNN International found that 90 per cent of consumers were willing to change consumption habits to benefit the environment, while 76 per cent were interested in green brands. A further 74 per cent said they were willing to pay more for them.
With this information its no wonder companies are focusing their marketing efforts on promoting their green credentials. But just how green are they?
Three years ago P&G’s washing powder brand Ariel launched an advertising campaign urging customers to turn their washing machines to 30 degrees. The company had managed, with one TV ad, to cut emissions by a whooping 75 per cent.
The company didn’t change the packaging in terms of the size or the contents, it simply asked consumers to do their bit – without even really asking them. Most of the brands emission come from its customers using energy to heat water in the washing machine. The concept was genius, and P&G has to change but not one thing.
Whether or not you could call Ariel ‘green’ is debatable though. Is the brand green, or is it simple encouraging consumers to be green?
Also, you may notice that some supermarkets will offer you re-usable bags and are ‘hiding’ their plastic ones. Again – is the company being green, or simply urging the consumer to be?
When you book a flight with easyJet it asks you if you want to donate some money to off-setting carbon emissions. Who’s greener than who there? Looks to be the consumer again.
Nokia creates mobile devices, accessories, software and services that reduce our impact on the environment, according to its website.
This is one of their strategies towards becoming more environmentally sustainable:
“We want to increase consumer awareness of recycling, offer superior recycling in all markets and promote the recycling of used devices through specific initiatives and campaigns. The backbone of Nokia’s take-back program are the collection points of used devices in 5000 Nokia care centres in 85 countries.”
Company or consumer being green?
So it’s really the consumers taking the lead. Are there any companies that are actually green or promote being green where they themselves are the ones doing all the work with no financial benefit?
November 21, 2008 at 12:43 pm |
[...] Brandson was named was named Citizen of the Year by the United Nations for his eco-advocacy despite criticism. Eighty-four percent of those polled wanted to select their own cause, 83% said it must be [...]
November 29, 2008 at 9:57 am |
I could not agree more , the government have to give big influence and leadership in order to enhance the “green wave” , especially in the third world economic countries since the social, culture and educational issues often contradictorily with the program.