Tag: ads

Selling Earth Day

  • Earth at twilight. A digital photograph taken in June 2001 from the International Space Station orbiting at an altitude of 211 nautical miles. (Photo courtesy of NASA)

The first Earth Day in 1970 often gets credit
for jumpstarting the modern environmental movement.
Lately, Earth Day’s meaning might be changing a bit.
A lot of companies are running Earth Day ads and
offering special Earth Day shopping events. Rebecca
Williams reports the idea is that we can buy our way
to a better world:

Transcript

The first Earth Day in 1970 often gets credit
for jumpstarting the modern environmental movement.
Lately, Earth Day’s meaning might be changing a bit.
A lot of companies are running Earth Day ads and
offering special Earth Day shopping events. Rebecca
Williams reports the idea is that we can buy our way
to a better world:

You can’t watch TV lately without tripping over ads around Earth Day.

(Commercial montage featuring WalMart-SunChips-Home Depot)

And at the grocery store:

Campbell’s soup is wearing an Earth Day label. Campbell’s says condensing
soup means smaller, lighter cans. So, that means less waste. Of course,
they’ve been doing that since 1897. Long before Earth Day and the
environmental movement.

Even Barbie’s excited about Earth Day. She’s got a limited edition line of
accessories. They’re made from scraps of fabric that would otherwise have
been thrown away. She’s so crafty.

Of course, there’s a reason why it’s raining Earth Day ads.

“Companies advertise in ways they think people will respond.”

Tom Lyon directs the Erb Institute for Global Sustainable Enterprise at
the University of Michigan.

“Five years ago they didn’t think they were getting a whole lot of mileage
out of advertising green. Now you could say green is the new black – every
company is moving in this direction.”

Lyon says the reality of climate change has been more widely accepted in the
past couple years. People are wondering what they can do about it. And
companies are trying to tap into that.

Joel Makower has been studying green marketing for 20 years. He’s the
executive editor of Greenbiz.com. He says Earth Day marketing ebbs and
flows over the years. But he hopes Earth Day never turns into a marketing
event on the scale of Christmas.

“I think most people recognize the very clear reality that we’re never going
to shop our way to environmental health and so to the extent that Earth Day
becomes an excuse to consume, then we’ll have sent all the wrong messages.”

But Makower says a lot of companies actually are making big changes in their
practices and they should talk about that. He says Earth Day advertising
makes sense if the company’s doing something to improve all year long.
Otherwise he says it might just be a stunt.

Others think Earth Day as a marketing opportunity is probably here to stay.

Adam Werbach is the Global CEO of Saatchi and Saatchi S. It’s a major ad
agency. He says companies see Earth Day as another holiday.

“The reason that works so well this year – Easter came very early and there
was a large gap between Easter and Memorial Day so Earth Day fit in really
well so that stores could get through their Easter merchandise and start
putting green merchandise on the shelves and then move into Memorial Day.”

Werbach thinks that’s actually not a bad thing. He’s had feet in both
worlds – as a former president of the Sierra Club. More recently he’s been
a consultant for Wal-Mart. He thinks consumers should be the ones driving
companies to improve their practices.

“Our hope is of course that people who have tried these new products will
return and buy them in the next month so that in the end you’re creating a
cycle of demand for green products on shelves so that they don’t go away and
be a one time occurrence.”

But at the same time, Adam Werbach is a little conflicted. He wishes Earth
Day could be the one day of the year we could take a break.

No branding. No ads. No buying. Just Earth.

Hey… that might make a nice commercial.

For the Environment Report, I’m Rebecca Williams.

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ADS USE NATURE TO SELL SUVs

  • Car companies use our love of the great outdoors to sell some of the most gas-guzzling and polluting vehicles around. (Photo by Erin Norris)

Advertisers like to push your hot buttons. One of them is your
attraction to nature. Car companies use our love of the great outdoors
to sell some of the most gas-guzzling and polluting vehicles around.
Kyle Norris takes a look at how car ads work:

Transcript

Advertisers like to push your hot buttons. One of them is your
attraction to nature. Car companies use our love of the great outdoors
to sell some of the most gas-guzzling and polluting vehicles around.
Kyle Norris takes a look at how car ads work:


Have you ever noticed that car commercials have a lot of nature in
them? The car that’s being sold is always climbing up a boulder or
ripping through the mud. Like this commercial:


(Commerical:) “The new Jeep Liberty Renegade…”


A Native-American looking man drives over some rugged terrain when he comes
across a seal stranded on the ice.


(Commercial:) “It gives you the power to conquer nature…”


As he approached the seal and raised a harpoon over his head, you
thought he was going to hurt the seal.


(Commercial:) “…as well as the ability to protect it.” (chirping and hooting)


Instead, he plunges a hole in the ice and another seal pops out its
head to be reunited with the first. Then the commercial ends with
the sound of chirping crickets and the hoot of an owl.


But listen to that announcer one more time:


(Commercial:) “It gives you the power to conquer nature as well as the
ability to protect it.”


Over the next decade, Generation Y will be elbowing out the Baby
Boomers in the marketplace. So you’ll be seeing fewer commercials about
conquering nature and more about protecting it.


Here’s why that’s happening: according to researchers, Generation Y
cares strongly for the environment and they’re willing put their money
where their mouth is. Whereas Boomers theoretically care they’re a lot less
willing to financially back that concern.


But for everyone, nature speaks to something inside us. And advertisers
know this. Art Spinelli is the president of CNW Research:


“Well, for the most part, most consumers have an enormous response to
natural settings, whether it’s the agrarian part of just human nature
or human beings.”


He calls this response a hot button. Spinelli says advertisers use it
to sell everything from beer to cars.


“…And it plays off of a really instinctive basic attitude that a lot
of consumers have. Kind of like going on vacation to somewhere and
looking around and going, gee, I could really live here. This would be
terrific but the reality is that I have a job and it happens to be in
an urban or suburban environment and I can’t leave that to live in the
desert.”


Car salespeople will also tell you we have this nature hot button. They
say it’s all about knowing you could drive in the rugged
wilderness if you needed to. Here’s a car salesman who goes
simply by the name of Mike:


“They want to be able to know they can do it um, but it doesn’t
happen. They never do it. I think I had an Explorer once myself,
and the most off-roading – it was in the wintertime – and I think
I went on the sidewalk or something. That was the most off-roading I ever did.”


So what are people actually doing with their vehicles? Is it anything
like the commercials? Well, it’s not just about conquering mountain tops:


(Consumer 1:) “I’m driving a Toyota 4-Runner. I need something to tow my boat and I was
looking for a quality car.”


(Consumer 2:) “Part of the reason I brought a little SUV is I like to sit up high and the SUV
can really offer the height.”


(Consumer 3:) “I don’t actually go off-roading with it. I can get away for weekends and
pack a load of gear. I can tow a light trailer. It’s just a good all-around sport utility vehicle.”


(Consumer 4:) “I’ve helped friends move before and all the seats, the entire back folds down and
I can fit a whole full mattress in the back.”


So, turns out most people aren’t mud bogging on a regular basis, but it’s
important to them to have the option to mud bog. And advertisers are
hip to this desire. Car buyers can keep this fantasy alive as long as
they’re willing to fork over some serious cash for the price of the
vehicle and the cost of gas.


Car salesmen say the number one thing buyers ask them about is money, as in
how much will I have to spend. They say potential buyers never
ask them about off-roading or driving through nature, but they know that inkling is there.


For the Environment Report, I’m Kyle Norris.

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The HIDDEN COSTS OF &Quot;JUNK" MAIL

  • Mixed paper (including "junk" mail) gets trucked to recycling facilities like this one for recycling. First, it's unloaded in big piles, then pulled up a conveyor belt for sorting. (Photo courtesy of the City of Ann Arbor)

If it seems like your mailbox is stuffed with more shiny credit card offers and catalogs than ever before, you’re right. The U.S. Postal Service says the volume of advertising mail outpaced first class mail for the first time last year. The GLRC’s Rebecca Williams reports… city waste managers and environmental groups are concerned that all that mail is going to add up to a lot more waste:

Transcript

If it seems like your mailbox is stuffed with more shiny credit card offers
and catalogs than ever before, you’re right. The U.S. Postal Service says
the volume of advertising mail outpaced first class mail for the first time
last year. The GLRC’s Rebecca Williams reports… city waste managers and
environmental groups are concerned that all that mail is going to add up to
a lot more waste:


(Sound of squeaky mailbox opening)


Maybe it’s just me, but it seems like no one sends me letters anymore.
Which means my mailbox is all coupons and catalogs and pizza ads. That’s
not all bad, but honestly, most of it goes right to the shredder.


(Sound of shredder)


According to the Environmental Protection Agency, that’s a pretty common
reaction. The EPA points to one study showing that 44 percent of advertising mail
is thrown away without being opened or read.


And there’s a lot coming in. Last year, marketers and non-profit groups sent
about 101 billion pieces of mail. That’s billion with a “B.”


You might call this junk mail, but people in the business have a more
affectionate name for it: direct mail.


Pat Kachura is with the Direct Marketing Association. She says direct mail
yields a very high return on investment.


“Marketers yield about a 7 dollar return on investment for every dollar
spent on catalog marketing, and about 15, almost 16 dollars return for every
dollar spent on non-catalog direct mail marketing.”


The Association’s annual report says those hefty returns are based on an
average of just 2.7 percent of people responding to the ads they get in the
mail. Last year, that meant more than 600 billion dollars in sales.


So, it’s profitable for marketers to fill up your mailbox.


But critics say there are hidden costs that marketers aren’t paying. Some
of those costs also arrive in your mailbox in the form of a bill from your
city for solid waste disposal or recycling.


(Sound of paper pouring into bunker from conveyor belt)


If your city accepts mixed paper for recycling, your junk mail comes to a
facility like this one where it’s sorted and packaged into giant bales
weighing one ton each.


Bryan Weinert is the solid waste coordinator for the city of Ann Arbor,
Michigan.


“We end up getting about $70 a ton back in the value of the junk mail that’s
recycled. But remember it’s costing the city roughly $125 a ton or so to
pick it up.”


Weinert says his city is lucky because it has double the nation’s average
recycling rate. He says communities that don’t have a recycling program
bear even higher costs to dispose of mixed paper.


In this case, the bales of paper get made into Kellogg’s cereal boxes.


Tom Watson is with the National Waste Prevention Coalition. He says it’s
good when there’s a local market for recycled junk mail, but much of it
actually gets sent overseas.


“The unwanted mail, the mixed paper, generally has a very low value, that is often
shipped to China and it comes back to us in the kind of mottled packaging found on
the products that we buy from China. So, it comes full circle but it’s not
very efficient, all the costs of the transportation and recycling.”


Watson says it’d be much more efficient to cut back on all that mail in the
first place.


The Direct Marketing Association does offer an opt-out service. The group
says their members aren’t allowed to send any new mailings to people who
sign up. The fastest way to sign up is online, but you have to pay a $5
charge.


Tom Watson with the National Waste Prevention Coalition says that charge
might put people off. He says he’d like to see a national Do Not Mail list.
One that isn’t controlled by the industry.


“It’s very common in other countries, you can’t send mail to someone unless
they say in advance, yes I want to receive that mail from you.”


You might expect that the folks at the Direct Marketing Association aren’t
fans of the Do Not Mail list idea, but they’re not the only ones.


“What is our position on that? (laughs) I wouldn’t like that to occur.”


George Hurst is the brand manager of direct mail for the Postal Service.
It’s his job to get direct mailers to send more mail. That’s because it’s
the second largest source of revenue for the Postal Service, in the tens of
billions of dollars.


Hurst says new laws aren’t needed. Instead, he says marketers just need to
know their audiences.


“The ones that don’t do it too well, and just blanket the earth with a message,
God bless ’em, we love the postage. But you gotta know that if you’re
talking to someone who is say, 100 miles away, about coming to your
dry cleaners, you’re probably missing the mark.”


But critics say consumers deserve to have more say over the mail they bring
into their homes. They say marketers make so much money from the mail they
send… that for that small chance you might be interested in a coupon book or
sale notice, you shouldn’t have to pay the cost to throw it away or recycle
it.


For the GLRC, I’m Rebecca Williams.

Related Links

Shoppers Challenge ‘Homegrown’ Label

It’s harvest time for some of the local crops. The fields are ripe with homegrown produce. Some supermarkets are advertising homegrown vegetables for sale. But some supermarkets define “homegrown” a lot differently than you might think. As part of an ongoing series called, “Your Choice; Your Planet,” the Great Lakes Radio Consortium’s Joyce Kryszak reports on some misleading marketing that’s hurting local farmers:

Transcript

It’s harvest time for some of the local crops. The fields are ripe with homegrown
produce. Some supermarkets are advertising homegrown vegetables for sale. But some
supermarkets define “homegrown” a lot differently than you might think. The Great
Lakes Radio Consortium’s Joyce Kryszak reports on some misleading marketing that’s
hurting local farmers:


(sound of market)


This time of year you can find the true veggie-lovers at the roadside stands and
farmers markets. Here you can fill your bags with vegetables and fruits so fresh
from the field that they’re still warm from the sun.


But many people racing between work and home don’t have time to make an extra
shopping trip. And they don’t have to. They can pick up the same succulent,
homegrown produce right at the local supermarket.


At least that’s what the stores advertise. Shelley Stieger shops at the
supermarkets. She says she’s been a bit disappointed by her grocery store’s
“homegrown” produce.


“My impression from the ad would be that they’d be from around here – but I don’t
think they are.”


JK: “Why is that? What do you base that on?”


“Well, I bought some tomatoes the other day and it said homegrown. I thought they
were. But I got them home and they aren’t homegrown tomatoes. They still taste like
plastic tomatoes, so they’re not.”


That all kind of depends on your definition of homegrown. The tomatoes that Stieger
bought were homegrown in New Jersey. But Stieger lives in western New York. Where
she lives, the tomatoes were still pretty green on the vine. And the homegrown
eggplant that her store advertised in its flyer? That local crop won’t be ready for
another week. The plump, purple eggplant in the produce section now is actually
from out of state. Stephanie Zakowicz is a
spokesperson for the supermarket chain Tops.


“For Tops, our definition of homegrown is anything grown within a 250 mile radius of
the store. And this year with the weather not cooperating as much with our farmers
as usual, unfortunately, when our ads are produced so far in advance, sometimes the
product doesn’t get delivered and we
need to procure it elsewhere.”


Tops may not be alone. Other supermarket chains may also be defining homegrown a
little far a field.


When shoppers learn about the broader definition, they’re usually not very happy.
Zakowicz says Tops puts signs in the stores saying where their produce comes from.


But apparently a lot of people never see the signs. It was news to the people who
have been calling county politician Jeanne Chase. She says her constituents feel
they’ve been fooled.


“They were very concerned. Because they read when it says homegrown produce and
they get a very warm and fuzzy feeling, because they assume they know the people who
are growing the produce and that it’s really being grown in their county, in their
own backyard, so to speak. And they were a little outraged to find out it was being
grown in Pennsylvania or New Jersey’s backyard.”


Zakowicz from Tops says supermarkets really don’t have a choice. It’s a question of
supply and demand. People now expect year-round access to their favorite produce.
And this year’s particularly wet season has prevented local farmers from bringing
those crops in on time – or in peak condition.


Bill Zittel’s family has been farming in Eden for about a hundred years. Zittel
says the definition of homegrown isn’t the only thing that’s changing. When stores
can’t get local produce because isn’t yet in season, they buy from out-of-state
instead. Zittel says that might leave local farmers with nowhere to sell their
crops once they are ready.


“There’s a fine line between production, quality, what you have to sell the product
for, and who’s going to buy it. The end result is you can produce all the food you
want, but if there’s nobody to buy it, then you might as well not do it, because
it’s going to go to waste.”


Bottomline, Zittel says it’s difficult to compete with growers from warmer climates
that get multiple growing seasons. Great Lakes states get one – and in northern
areas, it’s a very short one. Still, local shoppers expect the sweet corn they buy
in late summer to be local… not the second or third crop of the season shipped in
from Florida.


Despite the disagreement about the use of the term “homegrown,” Stephanie Zakowicz
from Tops says the supermarket chain is committed to local farmers.


“It’s a high priority for us to supply our customers with homegrown products.
They’re wonderful. Our customers look for them. And we try to work with our farmers
to get as much as we can, as long as they meet our quality standards.”


And apparently, only if they meet the timing of their ads.


So, if it’s important to you that your produce is truly locally “homegrown,” it’s a
good idea to check the fine print. Most supermarket chains say “homegrown” produce
should have a sign declaring near whose home it was grown.


For the Great Lakes Radio Consortium, I’m Joyce Kryszak.

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