Getting the Message Out
Print Advertising
Print advertising such as newspapers and magazines are used to communicate about a wide-variety of environmental efforts including improving the environmental performance of new products and services, encouraging consumer conservation, and seeking consumer support (e.g. environmental charities in need of donations to support their mission and vision for a cleaner, greener planet). Entire publications such as Time Magazine have a dedicated ‘green’ edition every year that highlights environmental practices of firms and charitable organizations.Broadcast Media
Organizations also use broadcast media (television and radio) to communicate environmental initiatives and new campaigns related to environmentally-friendly products, their support of environmental charities, and how consumers can help support their mission. Check out the advertisement developed by GM for their electrical vehicle, the Volt. Note that the advertisement focuses on the performance of the vehicle more so than environmental benefits, possibly to assuage the worries consumers may have about the performance of environmentally friendly products.Companies developing large-scale campaigns that highlight environmental and social practices must take into consideration consumer skepticism (see Challenges and Barriers). Additionally, research comparing North American and European consumers has found that Europeans do not like when companies ‘brag’ about their good deeds through advertising; instead, these consumers prefer internal champions, such as employees, to tell others about positive environmental steps firms have taken.
When launching a broadcast campaign, firms also have to make sure that they don’t spend more money on the advertising and promotional efforts of their green campaigns then they do on the actual green initiative, or else this invites criticism from consumers and the media alike.
Public Relations
Using public relation efforts, such as employee clean-ups of local parks, helps build or maintain positive attitudes towards companies which in turn, lead to a number of great outcomes for firms. These outcomes include a willingness to pay a premium price for the firm’s products, brand loyalty, and positive word-of-mouth. Public relations is viewed as more trustworthy by consumers; however, firms don’t have as much control over the message that is spread about their firm by other media, as when they develop advertisements.Corporate policies including those that provide discounts for environmentally-friendly practices (e.g. using your own shopping bag) are also highlighted on companies' websites, and in the press releases that firms provide to members of the media. These policies are an important part of public relations. For example, after achieving their goal of removing all single-use plastics products in stores by 2020, Ikea Canada has committed to phasing out plastic from consumer packaging by 2028!
