From Virtual Tote Bags to Earth-Friendly Deeds: Marketers Get Creative with 2009 Earth Day Campaigns
Published 4/20/2009
Author: Nancy Pekala
Nancy Pekala is the AMA's Director of Content Management and the Editor of Marketing Matters.
Summary
In an effort to go green, marketers commemorated Earth Day this week with a slew of campaigns that stuffed our e-mail inboxes and confirmed that in good economic times and bad, the environment is still a priority.
More than ever, marketers and businesses worldwide are launching initiatives focused around Earth Day, which will turn 40 next year. Recent research commissioned by Green Seal and EnviroMedia Social Marketing and conducted by Opinion Research Corporation revealed that the 18- to 34-year-old target segment is particularly focused on getting green. They believe global warming is caused by human activities, a perspective that makes them twice as likely to buy more green products in this economy.
Marketers are taking advantage of this trend by developing increasingly robust and creative campaigns aimed at building awareness and driving customer behavior around environmental-friendly purchasing habits.
Did you launch a new environmental marketing initiative tied to Earth Day? Has the recession caused you to alter your commitment to environmental initiatives? Share your experience here.
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