Marketers and the Environment

The Inspiration:

http://www.marketingprofs.com/8/green-power-in-marketers-hands-ottman.asp?adref=hpbasic

One of my favourite topics is discussing global warming as a brand.

Despite the definitively "higher ground" approach most commentators take on the issue of environmental sustainability, I argue that mass awareness of climate change has created one of the most successful, superfluous brands on the market.

Wherever applicable, companies make clear efforts to incorporate "green" into their image. The article above broaches the topic, and how it is beginning to shift from being a pro-active measure to commanding a price premium. Enter the Toyota Prius, the example used by the article's author as evidence.

Forth, then, with the question(s): we realize that marketing can convey the message of environmental sustainability, but what is the moral hazard of using it to command a premium, drive sales, and generate brand recall? Do we lose focus on the true goal of saving the freaking world? Then again, as marketing managers, do we have the right to ignore the prevalent trend and fall behind? OK, last one: does the profit incentive inevitably lead to exploitation of otherwise noble causes?