Environmentally sensitive marketing efforts were the hottest new thing just prior to the start of this current recession. Now though, they are seen as just another niche effort for many companies, this coming from the conclusion of a recent study from OgilvyEarth.
Can you blame the marketers — only 16% of consumers actually respond to green campaigns. Perhaps it is consumers’ perception of what’s driving the green marketing effort. From the company’s press release: “half of Americans think the green and environmentally friendly products are marketed to ‘Crunchy Granola Hippies’ or ‘Rich Elitist Snobs’ rather than ‘Everyday Americans’…. ”
The most telling stats from the study:
- While 82% of Americans have “good green intentions,” only 16% are dedicated to fulfilling them.
- 66% — or “the Middle Green” — are pretty much ignored by marketers.
- Overall, 82% have no clue how to estimate their carbon footprint.
- 70% would rather cure cancer than fix the environment.
Or could it be that consumers are a little smarted than those company marketers give them credit for??
YPA President Neg Norton was intereviewed by Mobile Marketing this week (click here). It’s an interview you should check out as it shows the range of media advertising products that publishers are bringing to small and midsized businesses:
What role will mobile play for the Yellow Pages industry?
Mobile fits the Yellow Pages strategy of making information available anytime, anywhere.
Accessed shopping guide or price comparison services at least once per month. Source: comScore M:Metrics
Additionally, we believe wireless access affords us the opportunity to attract new customers beyond those who purchase print and Internet advertising.
In a related story, in this weeks YP Talk newsletter we also provided an article on a key industry supplier – AdFare, who is working with publishers to help them repuprose the video ads they have been adding to their Internet ads to also work in a mobile environemnt (click here)
The Yellow Pages Association (YPA) stepped up its efforts to inform and educate by today introducing the “Think Green Column” on its “Yellow is Green” Environmental Web site.
YPA indicates the Think Green Columns will appear monthly to share opinions, ideas and even historical perspectives on the environment and the yellow pages.
In its press release, Neg Norton, president of YPA said:
“As Yellow Pages are the lifeline for many small businesses trying to reach ready-to-buy consumers, it’s imperative for our organization to provide a forum where yellow pages and environmental industry influencers can share their views and break new ground,”
The inaugural issue features John Howell from Nippon Paper Industries’ Vice President of Sales and Marketing. Drawing on his nearly 30 years of working in the yellow pages paper industry, he discusses the paper supply challenges facing the Yellow Pages industry today including increased demand from China for fiber; low fiber availability due to the housing market decline; and environmental pressures from proposed Yellow Pages legislation. John was instrumental in helping YP Talk with its extensive article on “How Paper is Made”.
Kudo’s to YPA for adding this effort. The more positive conversation we can generate, the better it will be for the industry overall. There are still plenty of uninformed advertisers and users that need to hear the real story behind what the industry provides.
“…Recycling isn’t the answer. Rather, phone books, like gas-guzzling cars and cheap air fares, are so last year. Now that over two-thirds of the country has access to the internet, people are surely using their paper directories less and less. I reckon that phone books are on the way out — so let them fade away gradually, and provide small numbers for the elderly, the unconnected and the paper fetishists. The rest of us are done….”
But what really set off some people was this list I presented which followed. The print Yellow Pages:
- Uses no additional energy all year long unlike the computer you are probably reading this on, which does use electricity continuously.
- It requires no batteries or power or connectivity to make it work
- It is made with recycled paper, is fully recyclable, and in the .3% of the landfill space it takes up, it does not pollute the landfill with the many toxins that all the electronic junk and batteries does.
- It is not made with plastics which requires petroleum (at some $135.00 or more per barrel) like the computers, PDA’s, IPODs, fantastically equipped cell phones, switching equipment, cable shielding, and all the related hardware does
- Is quicker in nearly every case I have seen to find the information you need
- Is often more complete and accurate than many electronic products
- Isn’t biased because of your age – with tattoos, sushi, and skateboards being some of the fastest growing headings, I doubt it is only being used by “the elderly”
Ok, we all acknowledge that the Internet will someday be the preferred source for information. But currently, it is far from perfect. And please don’t ask me to click away on my cell phone using some 2” screen to find what I need.
So next time you see comments like this in another post: “Of course, this doesn’t take the environmental costs of delivery, recycling transportation, recycling, or the 85% dumped-in-landfill costs into consideration.” be sure to ask them how their PC arrived — since I assume there was no environmental costs to produce, delivery, and landfill their machine.
It’s all in how you define the real “truth”.