I read 'The Green Matketing Manifesto' for the first time when still at the Uni. Initially it marvelled me, then I became more sceptical and started to think of it as a cynical guide on how to make people believe that they buy something more than they actually purchase, even if they don't. Finally, I got to read author's blog and I now I think that he truly believes in green marketing.
Many companies try it, some with better, and some with not so impressive effect. Everybody wants to be seen as green, carbon neutral and vegan friendly nowadays. And that is why it surprises me when I find companies doing amazing work and keeping it quiet. A prime example being one of the UK make up manufacturers.
They've been in the business for about 30 years. Their products have never ever been tested on animals and most of them don't contain any ingredients derived from animals (such as beeswax). But you won't learn it from their TV campaigns or not even from their products labels. They market themseleves simply as an affordable make up range, with a great range of colours, and target mostly teenagers. Why don't they use their animal friendly policy to the full advantage and to boost their sales? I have no idea but their example proves that even though green marketing helps to introduce new ideas to the mass market, truly responsible consumer should always look behind the label.
