| We have seen the spread of Green to Internet (aka Web 2.0). The rise is in fact due to a combination of increased public concern with respect to the environment; combined with the increased speed at which info is spread around the world. Everyone has access to digital media that is covering the growing concern. Already we can see the efforts of various companies and their campaigns in promoting the environment while simultaneously promoting themselves. |
Take for instance GE's "Ecomagination effort", Michelin's "A Greener World", Burt's Bees Wax "The Greater Good" or Philips "A Simple Switch". All of these campaigns are now crowding the current green market and companies such as Seventh Generation, Organic Valley and Method have been forced to make room for them. Why the marked increase towards web advertising? John Rooks president of Dwell Creative, an integrated agency that builds campaigns around social awareness and sustainability issues has stated that the appeal of online media to his customers is due to issue-based segmentation. He stated that he sees the benefit of web advertising for it's ability to establish a dialog rather than simply broadcasting a message. As well, John Rooks points out that he believes it is consumer engagement that's driving a wave of recent consolidation in green market media. Conslidation that includes Discovery Communications' purchase of TreeHugger.com, and Gaiam.com's acquisition of eco-lifestyles media firm Lime Media and Zaadz. Lately, even online publishers such as Yahoo and Washington Post. Newsweek Interactive have began to dedicate themselves to green consumers. For instance, Yahoo Green appeared several months ago with an initiative urging their consumers to switch to Energy Star CFL Bulbs. This appeared as 18seconds.org and the site featured environmental themed ads from companies like Hewlett-Packard. One of Hewlett-Packard's media ads that is running on Yahoo Green includes the phrasing "HP Recycles the equivalent of 600 Jumbo Jets Per year. Go Green with HP." Clicking through brings the user to a page on equipment exchange, recycling and other environmentally sound means of unloading hardware. With such clear pro-recycling messages on line, Hewlett-Packard states they want to engage in a dialogue with consumers and provoke their involvement. Other attempts by HP to provoke involvement incude offering online tips on reducing energy bills and greening a business, helping businesses turn older assets (used equipment) into cash and aiding people who wish to recycle equipment and printing supplies. It appears that all companies now need to think "green" and begin to promote themselves through all medias. Online advertising is the next big venture that companies need to seriously look at to promote "greeness" to their consumers and encourage dialogue between themselves. Companies do not want to miss out on such a great opportunity - if there is any question look towards the giants and see how big a role online advertising plays in their "green" campaigns. |
