More and more corporations are starting to combine their advertising efforts with the trend to go eco-friendly, a relationship known to some as eco-advertising or eco-vertising. This relationship allows corporations to benefit from advertising about their attitude and interventions in regard to eco-friendly business.
Despite the message the eco-friendly ads these corporations are sending many are forgetting that the means through which they are sending them are far from eco-friendly. Using mass print media such as magazines or newspapers, fliers or billboards all of which require paper, printing, transportation, and numerouse other un-natural and environmentally deterring resources to create. The big question is, is it the profit margin of this new niche market they are trying to capitalize on or are they really hoping to make a difference?
Although some corporations unfortunately might be making the choice for the wrong reasons there are many out there that are leading the way in eco-vertising.
For starters Toyota known today for being one of the leaders in Hybrid cars took their eco-friendly outreach to a whole new level when introducing their 3rd generation Prius at the 2009 Detroit Auto Show. Instead of handing out glossy brochures inside large plastic bags to be carried around the show by as many people as they can get their hands on, they chose to continue to make positive changes by handing out paper cards in the shape of their new car with seeds embedded in them. When placed in soil and given water and light the seeds in these cards provided beautiful flowers for their audience to remember them by all summer long. Stepping out of the box and into an eco-friendly mindset Toyota not only lead the way with their eco-friendly car but also stood as one of the eco-vertising leaders at the 2009 Detroit Auto Show!
So how many other ways can a company eco-vertise?
Curb, a natural media company based in London, UK has answered this question with their unique eco-vertising concepts. Clean advertising and snow tagging are two out of the many I found interesting in their bag of tricks.
- Clean advertising: laser cut stencils are put on surfaces like a pavement and the surface is then cleaned to let the message shine through the dirt and grime.
- Snow tagging: company logos/messages are branded into the snow for a winter advertising.
Despite the out of the box thinking and unique eco-vertising techniques being developed there are other ways to go green which can start sooner than you think. One niche that I personally have become a big fan of that is growing exponentially is the use of digital media as a platform for advertising. It requires nothing but the power of technology that is already on the desktops and palms of your target audience. Digital media eliminates the need for most (or at least some to start with) print material and provides mass outreach like never before, best of all this method of going green saves you some green at the same time!
Derek Mehraban (CEO, Ingenex Digital Marketing) continues to develop the digital media presence for individuals and businesses so they can eco-vertise to reach their audience. Mehraban is not only focused on providing an eco-friendly service but like Toyota, he supports this green initiative through other parts of his company. In Mehraban’s case it is not an eco-friendly pamphlet but a unique eco-friendly internship program that helps interns like myself reduce the carbon footprint on the world.
Deepti Dewan Chowdhry