Marketers with a conscience

Further to your article “The green pound” I felt compelled to write to you. With the Government aiming to make the public use ten per cent of renewable energies by the year 2010, the neo-green revolution will bound into our lives once again.

This time the eco warriors will be the multinational companies looking to re-exploit their caring pro-environmental side for yet another temporary outing.

While I feel this is a superb opportunity to score points with the public, government and business world, as well as gaining a significant slice of positive publicity, is this not just a feeble attempt at exploiting the green dream until the next jumping bandwagon rolls into town?

I am not criticising the idea that by using wave power, wind power and recycling energy in general this country, and the world, we will be making a positive stride forward.

If companies use this sympathetic angle to get ahead then they cannot be blamed as the marketing potential is enormous.

I just feel that all of this may be coming too late and I feel that although much can be gleaned from these pro-green campaigns, how long will they last and why is the UK so far behind in terms of recycling and regenerating energy compared with Australasia and the US, for example?

Marketing is all about adapting to market trends and acting upon these quickly and with style. However, surely some issues are worth more than just being a brief flirtation with fashion?

Or is it not possible to have a conscience these days?

Marketing with a conscience, now there’s an idea.

John Nice

Press and PR assistant

The institution of Mechanical Engineers

London SW1

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