Green Marketing or Greenwashing?
As a means of demonstrating their social responsibility, many companies engage in causes 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 discussion forum, you’ll read about Diesel company’s “Diesel Global Warming Ready” campaign in the Are Diesel’s “Global Warming Ready” Ads Evil … or Fun? (Links to an external site.) article and also the cause washing phenomena. Then you’re going to judge if it is green marketing or greenwashing and how it impacts your likelihood to purchase from this brand.
Instructions
Learn about the “Diesel Global Warming Ready” campaign.
Diesel, 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 the Are Diesel’s “Global Warming Ready” Ads Evil … or Fun?
Was this a corporation putting their environmental principles ahead of their financial goals? Or was this just a brilliant way to grab headlines and sell their brand? Or was it both?
Learn more about values-based shopping and cause washing.
Read the Forbes contributor article Truthiness And Consequences: Today’s Consumer Trend of Values-Based Shopping
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?
Your initial post must be at least 350 words.
Be sure to properly cite your textbook and refer to and cite both articles in your response according to APA: Citing Within Your Paper guide.