Seeing Green? Maybe It’s Time to Go Blue – Advertising Age – CMO Strategy
Seeing Green? Maybe It’s Time to Go Blue – Advertising Age – CMO Strategy
We are witnessing green fatigue on a grand scale. This is a huge threat to everything the environmental movement has worked so hard for, that consumers have valued, and that manufacturers and marketers have struggled to deliver. It is also threatening the credibility — and sustainability — of the marketing industry itself. People with no technical expertise in the complex harmonies that sustainability demands, no capacity to help a company reinvent its products or processes, and no sense of urgency are promising quick fixes and cheap tricks.
The challenge of sustainability is being starved of relevance, information, expertise and commitment. To me, sustainability is the transforming business challenge of our time.
Seeing Green? Maybe It’s Time to Go Blue – Advertising Age – CMO Strategy
Blue is a platform for sustainability that goes beyond the deep, beautiful green of environmentalism. Green puts the planet at the center of the dialogue; blue puts people — consumers and shoppers — at the center.