Tag Archives: eco

partnering for our urban good

nyc-transportation-alternativesPSFK reported last week on NYC’s Transportation Alternatives program Nine for ’09.   NYCTA been around since 1973 and they’ve done some tremendous advocacy work in the areas of bicycling , walking and taking public transportation to reclaim New York’s streets from the automobile. They have already announced their September NYC Century Bike Tour and clearly they’ve got some talented design folks on their side.

The question I have is why haven’t they enlisted corporate support? Nike Considered Products, Trek bicycles, Timbukt2 bags would be perfect “urban” supporters –  to name a very few. All of these could develop some pretty cool high-profile retail promotional programs around what are already some really well-thought out events.

With a population’s increasing attention on what’s happening locally, for the city by the city, companies would do well to give-back in a way that  parallels what our overstretched and under-funded gov’t is attempting to do.    Tapping existing, smartly run and well-marketed programs is just the way to do that.

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evolving “green”

Landor – a leading brand strategy firm – published their 2009 trends forecast last week and I was very excited to see this language as they commented on the softening of the “green” trend: “Brands will need to integrate their commitment to sustainability into a larger message of efficiency, effectiveness, and value.”   I was excited because it means that perhaps we’re  starting to actually use the rationale  behind why these products and services should be green and get beyond the moniker of “green” itself (which just feels totally stagnating and short-lived, if not totally off-putting to the greater society as an outcome of the hippy movement).

Landor notes that the intensity of this trend is softening.  I think they’re right and wrong.   Symptomatic marketing relative to eco and green might be less appetizing given the concerns of the world right now (in other words adios B*S*#), but consumer motivations are actually becoming even more grounded and inclined to respond to products and services that are community minded, built simply and incorporate honest claims.  This isn’t exclusively green or sustainable but can be traced to the same roots.  In fact, smart marketers should look to the motivators behind the interest in “green” (and social responsibility and philanthro-capitalism and CSR and cause marketing) and work to connect with consumers leveraging any trace of these values found within their own brands – not simply give the prescribed nod to “green” and “sustainable” but be a little more clever in connecting with what underlies these trends.