HOME > NEWS & PRESS > NEWS ITEM Green Drivers, and NotShare
In Richard Seireeni’s recent article on Huff Post he outlines some of the concepts behind why people make the green choice. Of course, it’s never as simple as templating these things. Each of our clients requires its own individualistic approach, and the solutions are always a little different, and a lot unique. The drivers for Southwest Windpower’s Skystream micro-turbine were more complex than we could have guessed and helped us with our communications and messaging strategies, but with Puget Sound Energy, it was essentially as simple as “how can I save on my electric bill?” Sure, there is still that small segment of the population that wants to actually pay a bit more for “green” power, but we devise a strategy that takes these varying segments into account in the context of the overall business, and marketing goals. The title here is somewhat provocative in the wake of the news that Toyota may recall its iconic Prius. The headline seems to have become: Save the Planet. Kill Yourself. Not necessarily the best headline for green as innovation. I think this is a serious and unfortunate blow both to the fortunes of a great car company, as well as the larger “movement” towards sustainability. Just like that, many people now have that momentary initial brand impression that the “green” solution(as embodied in the Prius as icon for green) is not as technically advanced as we thought. In fact, it’s the opposite—it’s deadly. What a brand blow! Let’s keep our fingers crossed that Toyota’s crisis management can spin this back into the right frame for people quickly. We need the Prius now more than ever. |
