December 17, 2007A Holiday Wish for Marketers
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I had an interesting travel experience last week. As I was leaving Columbus the local paper, The Columbus Dispatch, had a banner headline across the front page with arresting news: "Melting of Arctic Ice Speeds Up." The story described the acceleration of global warming and suggested that we may have passed a dangerous tipping point. One eminent scientist raised the possibility that all the ice could be gone in five years. Not good news.
But as I flew across the country and saw a variety of our nation's newspapers it seemed that the news of the planet's impending doom had only reached Columbus, Ohio. The New York Times had no mention of the development. The Wall Street Journal devoted only 20 words. USA Today - nothing. CNN - forget it.
So what does all of this have to do with marketing? If you believe, as I do, that perhaps the biggest story of our time is the man-made destruction of this planet as we have known it, how do we break through the miserable performance of the news media to bring the "Inconvenient Truth" to people across America? Anyone out there with any ideas, please share them. Anyone with a connection to the non-profits that are struggling to make us aware of what is happening, pass along any contact name you have - there is a terrific ad agency out there that would love to do some pro bono work.
America depends on marketers to keep the economy afloat by persuading the consumer to part with cash. Marketers need to give thought to how those skills can be used for something more than improving the bottom line.
-- Stan Rapp
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Comments
Wow! Your post just made my day!
Posted by: Mihaela V
I have an idea! How about we ask a high profile public figure, say an ex Vice-President, and we create a dynamic documentary and use his star power to get an audience. Oh, wait a minute, that's already been done.
Here is the other inconvenient truth. And it is from my highly personal perspective. People know. We all know. The weather is gone all freaky on us, we have all seen the images of the melting polar caps, the drifting polar bears, the summer in the arctic, and so on.
We also know that the answer is in "less": less driving, less packaging, less purchasing, less flying, less of everything we hold up as symbols of progress and prosperity.
But very few REALLY are prepared to live "less". We have children that need to go to school and to soccer practice. I need to get to work. And my job takes me around the world in an airplane. We want to share a fantastic holiday dinner with all the trimmings. And bury each other under a mountain of wonderful gifts.
The world's economic principles are not based on "less" but "more", or "growth".
It is a very, very hard sell to sell giving up on the things we like as creatures of comfort. And to sell us on a principle that goes against the grain of 100 years of basic economic understanding worldwide.
I personally hold high hopes to the idea of economic "more but different". The hybrids, the alternative energy sources, the reduction and recycling models for packaging and production.
When I was a student of marketing, I remember "cognitive dissonance"... and that is what the world is "suffering" from with regards to the Inconvenient Truth.
Posted by: InconvenientDissonance
Just two lines above Jaffe Juice in my Internet Explorer "Blogs & Pods & Video Favorites" folder lies "Greennormal.com" an excellent blog and community done by UK marketing expert and theorist John Grant. He's also author of the just-released Green Marketing Manifesto (Wiley).
I point him out not only because he's got the subject right --and to my eye the approach correct as well-- but more because the really big trend in communications is that the experts have gone out on their own and that the cultivation and movement of ideas and solutions will rise up from connecting all the experts and their followers joining in conversation as an irresistible force.
So... Stan Rapp, meet John Grant and let's go.
Posted by: Tom Troland
It will take the very best of truly creative marketing to convince enough people to give up their lifestyles today for the promise of a better earth in the future. Part of the problem is that as marketers, we have spent our careers getting people to buy more, more more. Now, we somehow need to reverse that trend - but how do you do it when all our bosses want us to help our companies grow by selling more, more, more? Even the best viral campaign is still going to be up against a very big wall. I just hope you and I (all of us) are willing to sacrifice in order to do our part.
Posted by: Ron Hayes
Get serious.
That's the only real answer. Find a champion that is willing to dedicate his/her life to this cause. Al Gore is not a marketer; he is magnificent and deserving of praise, but he is not a marketer.
The documentary was great, but it isn't the end all. It's simply a testament to the real solution, which is wide scale acknowledgement (and general agreement...which is the biggest problem). It will take an organization and a lot of marketers coming together to create a coalition that relies on hard work to get it done.
I can't be part of it though, I'm too busy working toward the counterintuitive success of my company. :(
Posted by: Robert John Ed
INMHO, the problem is the news isn't news. No matter how important it is, you can only publish so many articles talking about melting ice.
Climate Change needs a new PR rep.
We need continuous new hooks for the media. I don't think too many media outlets would mind talking about climate change if they could find a new angle.
One idea: concerned CEOs across America go to work without pants, in anticipation of the coming heat waves. Convince enough CEOs to do that (somehow...maybe Al Gore can do it) and that would be front page news. Yes, it's a publicity stunt. But melting ice, like all news stories, is only interesting once.
Posted by: Mario Parisé
Stan -
I come from the opposite end of the spectrum; I reporter.
I think what you explain demonstrates how there will never be a shortage of lazy reporters who will bite on every press release with the potential for a catchy headline.
To get a message through to us, you need indisputable proof, scientific names that hold water. (Not just some weather guy from a local university.) I agree with Mario that there needs to be a new angle to cover a story like global warming.
But I also think that there needs to be a face on whatever the issue is. HIV awareness campaigns in the early-to-mid 1990s were successful because marketers were able to put a face on the virus. Al Gore has been successful because he knows he has to be the "face" of global warming. Which is why I think Robert was right in his comment; Gore has really dedicated himself to his cause.
Good post, Stan.
Posted by: Daniel
It's my turn to say: WOW! I'm new to the world of blogging, and seeing how many of you are posting informative, useful and sensitive responses to my thoughts about the melting ice is a terrific experience for me. I will be acting on the suggestions, and will get back to JaffeJuice with developments. Thanks to each and all of you - and Happy Holidays!
-Stan
Posted by: Stan Rapp
Oops. I meant to say that I'm a reporter. (Or "I report." Something.)
"I reporter," sounds like a baaaaaad Will Smith movie...
Posted by: Daniel
snow412.info
Posted by: Drudge Report
Perhaps climate change needs new or better PR; as someone who works for UK govt in climate science and also tries to manage a related non profit - Wepoco, you're welcome to try and convince me.
Personally I reckon almost as many people now accept climate change is bad as accept war is bad. But I don't expect to see either end during my lifetime. Don't get me wrong, I'm an optimist, such terrible things can be improved hugely. It's tough, but it's doable.
Maybe you can help me and my colleagues understand how to be more effective in reaching folks who are willing to make change happen.
Michael
email - mike at saunby dot net
Posted by: Michael Saunby
I had to read this three times to make sure I understood what you said. I think you said that not enough media is covering the melting of arctic ice story specifically and in general the global warming story?
I disagree. In fact, there is so much coverage of the story that the danger now is scams and marketers making claims about being "green" just so they can capitalize on the coverage.
Posted by: Albert Maruggi
