Many different businesses are using Earth Day to promote their products. They run the gamut from green to greenwashing. Here are three examples of products that are using Earth Day as a marketing vehicle. As reported by the Go Green Guy Lowe’s Home Improvement is holding an Earth Day sale on LED light bulbs.
New Zealand wineries are using Earth Day to promote their sustainably grown and made eco-friendly wines. This campaign comes from Crossings, a New Zealand wine that is part of Sustainable Winegrowing New Zealand,a group founded by growers from all the grape growing regions. Sustainable Winegrowing New Zealand was developed to provide a ‘best practice’ model of environmental practices in the vineyard and winery, guarantee better quality assurance from the vineyard through to the bottle, and address consumer concerns regarding products which are made taking care to respect the environment.
In honor of Earth Day, TurfMutt.com holding a contest and giveaway called ‘Green Up Your Yard.’ People can apply by sending a picture of their efforts to make your yard landscape more green and more water-wise. Send a jpeg or gif photo to turfmutt@opei.org by April 25th, 5 pm Pacific. The lucky winner gets a TurfMutt-branded Green Pack with eco-friendly school supplies inside, which could include a lunchbag, colored pencils, notepads, a water bottle and a seeded bookmark.
TurfMutt.com also provides resources for activities, ideas and tips on how to make your yards and green spaces healthy, strong and working hard to keep our air and water cleaner and home cooler. TurfMutt also provides educational materials and the curriculum on the @School page.
These are but three of thousands of promotional campaigns surrounding Earth Day. Products that are inconsistent with the environmental theme of Day are vulnerable to criticism. Some products being featured on Earth Day offer real benefits to people, the planet and profits, while others risk being dismissed as greenwashing.
2012, Richard Matthews. All rights reserved.
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