As a green ad agency (I guess it is up to us to come up with a better term...who else?) we are working hard to promote positive consumerism instead of "consumption as a way of life." We are seeing a nice upturn in news cycles and American, nay Global, interest in cleaner living (no moral judgment intended - but I wonder if clean GE coal is somehow blessed - now there's a market : God's Coal). And we are, at last, seeing competition from big agencies developing "green practices" to capitalize on the former. Fortunately, they attract the clients who "don't get it" as much as they don't. They are Campaign Shakers rather than Brand Builders. We digress....green is becoming ubiquitous. Great news. Except for the fact that as soon as it is, the green companies loose their competitive advantage....making our work more challenging. Maybe it puts us out of a job. Maybe that's OK. Maybe that's how we win.
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- Writing about language with language is like designing about design. Or coloring about color. It’s also a bit like performing an autopsy with a severed head. But at the intersection of perspective and experience we find a small space to talk about the language used in advertising, specifically for our interest, the language used in social marketing and advertisers looking to tap into the vein of green consumerism, sometimes called prosumerism.
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May 30, 2007
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God's coal- nice. (I foresee a market for that, especially in the red states.) Competition is always a good thing- it makes you push a little harder and swim a little faster- so keep pushing that envelope and maybe Dwell can introduce the next "green" to us.
Posted by: Beth | May 31, 2007 at 08:49 AM
Nextgreen. I like that.
Posted by: Tina | June 10, 2007 at 12:15 PM