J500 Media and the Environment


Kermit is right. It’s not easy being green. by jillwilder14
October 18, 2008, 3:13 pm
Filed under: Society + Media | Tags:

The average city dweller today is hit with more than 5,000 advertising messages a day. 5,000! The same NY Times article notes many consumers thought it was a little out of control. You think!?

All that messaging can get a little overwhelming and confusing. From low and reduced fat to no sugar added and sugar free, how are consumers to decipher it all? Taking this into consideration, it isn’t hard to understand why the individuals surveyed in BBMG’s study said what they did. Health and safety, honesty, convenience, relationships and doing good were the elements that were top priority to them as socially-conscious consumers. Consumers just want to get in, buy safe products from companies that aren’t totally sketchy and go on with their lives. Is that so hard? Apparently, it is.

I’ll be honest. I buy the product with the green message with the bigger price tag simply because it’s easier for me. I’m concerned about the environment and the impact on health. If I buy the dish soap with the “green” message it’ll be safe. Right? Turns out it’s probably packaged in a number seven plastic bottle so I’m up a contaminated creek again.

How many of those 5,000 advertising messages the average American sees a day are “green?” Will green get lost in the shuffle and consumers will grow frustrated and disenchanted? Are consumers already confused … or is it just me?

Jill W.

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4 Comments so far
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It is indeed amazing to consider the number of times we are bombarded with branding and messaging each day as we think we are just going about our daily lives. I wonder if more “bombardment” of green messaging would soak into our subconscious, thus impacting our consumer behaviors? On the flipside, I also wonder what impact the current economic environment can have on our willingness (as a mass consumer market) to spend more for green products, as you choose to do. If given the choice, would a typical consumer choose the immediate benefit of saving a buck in hard times, or the long-term benefit of saving the earth? It’s too bad that has to be a choice.
-Liz Hawks

Comment by lizhawks

Maybe consumers don’t have to make that choice. While statistics show more folks go to Wal-Mart when the economy hits the skids, Simran noted Wal-Mart has made great strides by offerring more green options. Maybe you can have your cake and eat it too. Never thought I’d say this but, maybe we need more retailers like Wal-Mart out there.

Comment by jillwilder14

We are going to chat a lot about Wal-Mart in our next class. Before we do, indulge me. What would it take for Wal-Mart to be authentically green or sustainable?
Simran

Comment by j500

Wal-Mart would need to show me the almighty dollar is less important than doing what’s right. For example, make customers bring their own bags in lieu of providing plastic sacks. While I’m sure there is an inherent cost savings on the bags, it will also no doubt tick customers off resulting in revenue loss. People remember and learn when they experience it. Right? Make Wal-Mart customers experience the actions we need to take as a society to make a difference.

Comment by jillwilder14




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