At the time of writing that particular phrase occurs 176,000 times on google. “The new black” is a marketing catch phrase for identifying new fashions and trends. In an age of corporate and individual responsibility “green friendly” business practice is the new marketing wave.
Marketeers know that its almost impossible to identify what works when it comes to advertising. Linking results directly to advertising campaigns is a difficult science. There’s an old saying quoted in marketing seminars from coast to coast – “I know half my marketing works, but which half?” This is the prevaling attitude in the cut throat world of advertising. Major “creative” companies always riding the cusp of the “next big thing” – viral campaigns, guerilla campaigns, web 2.0… the streets of advertising world are littered with discarded successes and abject failures. Campaigns designed to create a buzz. To resonate with the buyer. To excite. To get the word out. To differentiate a product from its competitors.
Using environmental awareness as a point of difference when it comes to advertising is the ultimate win-win deal. Cynics will suggest incorporating environmental sustainability into your marketing is simply a PR stunt designed to boost market share. There’s some truth in this. While sustainable practices will distinguish your business from your competitors and give your marketing a green tinge - there’s the added bonus that you’re actually doing something responsible when it comes to caring for the environment. In this changing climate of business practice it pays to be “green.”
