Diana from Clownfish pointed this out to me last week. Stunning idea, check out the footprint of your intended media schedule (the paper, the transportation etc.) http://www.noughtilus.com/
Here's a list of stuff which you might also think about, specifically looking at the sustainability of marketing (rather than the marketing of sustainability):
- Not encouraging excessive consumption; eg lastminute.com are advising people to get their 5 breaks a year
- Not marketing excessive products eg 4x4s
- Avoiding immorally cheap pricing
(where future environmental costs are not factored in)
- Wasted purchases; eg 2 for 1 offers on perishable goods
- Wasted packaging, carrierbags etc.
- Travel, transport, foodmiles
- Labelling and transparent information
- Greenwashing
- Recycling policies
- Wasting energy eg illuminated posters
- Local issues and sensitivity
- Representation and exploitation
- The ethics of media which you advertise in
- Production: for instance advertising shoots in New Zealand, because it's winter in Europe (but could it have been shot last summer?)
- Use of paper. Copy rotation. Other issues of material production and media choice
- sins of suggestion eg misleading claims (calling it 'natural' when it isnt)
- sins of substitution: chocolate is sexy, the car for the great outdoors
- product churn, built in redundancy, fashion cycles
- vulnerable and impressionable audiences eg kids
- treating customers fairly eg supermarket price slash claims vs reality
- overrusing and hence cheapening of green cultural codes and claims
- bad advertising as creative pollution
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