All the big guys are ‘getting into sustainability’ these days, but this is more often than not driven from the marketing department as a PR initiative.
I’m not cynical, its possibly better than nothing - sure, but does it actually mean any real change happens in behavior? Maybe sometimes, but I think in reality it can actually do quite the opposite, as people end up eating their own PR and feel like they’re already doing something, when they’re not. This happens all the time with communication, there’s so much talk that everyone gets the feeling that something is happening, this is whats called good execution in the communication/PR/Marketing world, but often leads to ‘talking without walking’, and leaves a gaping gap between perception and reality.
Noelle just wrote an article on Some thoughts for Earth Day over at Advertising Age, reaching out to ad agencies to act on some of the messaging they’re helping put out for their clients, and think about and change the way they operate to be a tread a bit lighter on the environment. She talks about some of the simpler things you can do in your business, and talks about communicating without paper using tools like PlanHQ. The big things and the small things.
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