Is Green Going To Print?
October 28, 2008
Posted by Kevin Tuerff
President and Principal
EnviroMedia Social Marketing
About 50 percent of the print ads in the October 2008 issue of Portland Monthly magazine's 210-page special, "Welcome to Green City USA" include environmental marketing. But what the publisher doesn't disclose is that the magazine's pages are printed on only 10% post-consumer waste recycled paper. I had to call the publisher to find out. Fortunately, Oregon's recycling programs are great, with most collecting magazines.
Since we began talking about greenwashing at last year's UN Climate Change Conference in Bali, Indonesia, we've witnessed a lot of government and media attention on the subject, and also a sharp drop in the number of ads being posted to this site over the months.
Energy companies and auto manufacturers continue to be the most-commented business segments consumers believe to be greenwashing. However, fewer national advertisers are making bold, unsubstantiated green claims in their national TV campaigns.
Surely marketers haven't given up on the idea of capitalizing on a hot social movement like environmentalism? Perhaps you should look to local and regional print magazines to see the latest in green advertising.
Back to the hometown magazine: Who else is on the "green band wagon" in Portland, Oregon? A local attorney, a large hamburger chain, a regional grocery chain, health insurance agents, realtors, an antique jeweler, two local universities (including our partner UO) and at least three environmental groups chose to be certain their green message was included in this important magazine issue. Even the Oregon Convention Center advertises its "Salmon Safe" certification. Wow! Most convention centers only serve rubber chicken.
National brands using a green message in this regional magazine include AT&T cell phone dealers, a Toyota, Land Rover and Mini Cooper dealership, REI, Milgard Windows & Doors, Rain organic vodka, Icebreaker Pure Murino wool and EPA/DOE Energy Star. Why are some of these national brands leaving green marketing to their local affiliates?
It's great to see so many small businesses in Portland (and beyond) using their hard-earned dollars to implement pollution-prevention efforts, and then be proud enough to share that story with customers. I believe consumers will continue to reward those brands that demonstrate their environmental commitment and actions, as long as they are authentic.
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