As a means of demonstrating their social responsibility, many companies engage in cause or green marketing efforts; however, such efforts can backfire. In recent years, the terms greenwashing and cause washing have emerged to refer to marketing efforts that capitalize on the goodwill associated with environmental or charitable causes but reflect minimal commitment.
In this interactivity, you’ll read about Diesel company’s “Diesel Global Warming Ready” campaign and also the cause washing phenomena. Then you’re going to decide if you judge this to be green marketing or greenwashing and how it impacts your likelihood to purchase from this brand.
Learn about the ‘Diesel Global Warming Ready’ campaign.
Diesel (Links to an external site.), the Italian clothing manufacturer, has been raising the heat with a provocative advertising campaign, “Global Warming Ready”, launched at the end of January. A series of newspaper, magazine and billboard advertisements shows models posing in Diesel clothing in a world affected by raised water levels and temperatures. To learn more, read this article:
Share your opinion on the Diesel campaign with a forum post that answers the following questions:
Do you judge this campaign to be more green marketing or greenwashing? Why?
Would this campaign make you more or less likely to buy from Diesel brand. Why?
Let’s be honest, the “art” side of marketing gets most of the press. Everybody likes to talk about that cool new ad they recently saw; however, this is not true when it comes to big data and the advanced analytics being used to evaluate marketing effectiveness and drive marketing planning. In other words, nobody is writing TV shows about a couple of quirky marketing data scientists.
So in this interactivity, we’re going to give marketing analytics its fifteen minutes of fame. Then, we want your take on whether marketing is more art or science and which side appeals more to you.
Learn more about big data, marketing analytics, and successful integration