Posts Tagged 'Environment'

MTV Promotes The Real World

Tapping into one trend at a time didn’t seem like enough for MTV, so, besides touching the “greenwash aware” trend, it decided to also press the “back to real” button to promote its Switch initiative.

Like the urbanites that never saw a cow on non-steak mode at some point develop an urge to go “back to earth”, the hyper-connected icitizens are beginning to show signs of saturation with their always online world.

We spend our days reading feeds, writing on our blogs, updating our Facebook profiles. We can connect to a million people instantly. All knowledge is at the point of our fingertips. Always. At some point it gets boring.

Our asses begin to square on the chairs we’re always sitting on, and we feel the urge to get out and disconnect. Away from the computer, away from all the emails and the zillion feeds, perpetually updating. Back to the good old “real world”, where buying a pair of shoes can take an hour, instead of three clicks.

Of course this “real world” often proves disappointing. It’s all very good when you get out of the office to fly first class to the Bahamas, but when you’re stuck one hour in traffic just to go downtown, those clicks start looking mighty appealing again.

That’s why the ads point to a world of possibility, not a world of run-of-the-mill reality. I mean, it’s possible that you step out the door to find Amazons wallowing in the mud, or a bare-chested rider waiting to carry you away. But hey, it’s not like you’re holding your breath for it, right?

But it’s the possibility that makes it all worthy. Who cares if 90% of the time we’re stuck in traffic? We always have those turquoise waters to aim for.

Of course this ceases to be the case if there aren’t any Bahamas left to go to anymore. And then how will we disconnect, if Life 1.0 only has bleakness to offer? Would you relinquish Amazon for a stroll in an Albanian supermarket? Guess not.

So, if you want to preserve that old 1.0 allure, you better start doing some real action over the environment. Because there won’t be any hot babes waiting for you in a cooking world – and then you’re going to get stuck with Second Life and Gears of War forever.


MTV Exposes Fake Green

Now that “green” is all the rage, MTV launched this fabulous ad to remind people that, the same way that not everything that shines is gold, not everything labeled green is actually eco-friendly.

Although hilarious, the ad presses a very serious point, blowing the whistle on the green fad and the way it has been shamelessly exploited by all sorts of companies that are anything but ecological.

By looking at the latest communication campaigns by the oil companies, for instance, one might come to think that they were actually in the flower business, such is the profusion of “green” and “environmental friendly” images and claims. Just look at BP’s brilliant (but ultimately highly deceiving) rebranding from British Petroleum to Beyond Petroleum.

Of course all this green talk may cut it for a while, but not for long. As Lincoln said, “You can fool some of the people all of the time, and all of the people some of the time, but you can not fool all of the people all of the time.”

So of lately a trend as been emerging of “greenwash aware” people that bother to scratch the thinly coated green paint that many brands are using to mask their true colors. And this spells trouble for those who allow themselves to be spotted at the fake green corner.

For the moment, this kind of illusionist’s tactic still pays off, as only the most environmental-conscious bother to look beyond the scenario. I mean, who’s going to blame you for preferring to fill your tank at a BP station just because it’s painted green? I myself feel tempted to give them preference, like this babies here:

However, the brand value that’s being grown on the back of “fake green” claims will sooner or later explode in their faces. And that’s because all fooled people have one thing in common: they get awfully upset when they find out (or can no longer ignore) they’ve been duped.

I mean, you go to all that trouble to separate your garbage, you buy the costlier low-consumption bulbs and you take a shower with two drops of water, all in the name of eco-friendliness. And then you happily give your money to people who are just pretending to go through the drills? It doesn’t seem quite right, does it?

So, as eco-friendly behavior sinks in and the ranks of the “greenwash aware” swallow, it will be less and less safe for brands to recur to this kind of deception.

That day is getting closer. When a massive player like MTV starts riding a wave, you should see it as a clear sign that the water is no longer shallow, and that the trend has reached critical mass – and it’s now about to explode.

MTV’s “Switch” campaign should get all the alarms ringing at the “fake greens” headquarters, and prompt them to do some switching themselves.

Deception may seem attractive today. But in the long run, authenticity always proves to be the better strategy.

In the near future, it would be better for brands to stay faithful to their true colors. If it’s green, all the better. If not, either really make it so, or stand up on other merits.

So, be green or be mean. But just don’t pretend. It will cost you.

April 2019
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