Target Green

2008 Green Trends: David Landis, Landis Communications

By David Landis
Landis Communications

I think 2008 is going to be the “Year of Transparency” for PR/marketing professionals jumping on the green bandwagon.

We’ve seen everyone – from our client, Whole Foods Market –to McDonald’s – jump on the “green” bandwagon, but what will separate the successful campaigns from those that aren’t, will be authenticity. People will no longer be able to just claim the moniker “green” without fulfilling on that promise.

So, our thoughts at LCI, as an agency that has numerous clients in the green space, is don’t just dive into this haphazardly without doing your homework:

a. Do your research

b. Find out how your clients can truly affect change – and not only what they can do, but what they can’t do as well

c. Make sure to not “bite off more than you can chew” – start small and build slowly

d. Above all, make sure that what you are doing is truly what you claim

In addition to that, here are some other thoughts:

I think global climate change and educating the public about how they can reduce their carbon footprint will be a growing trend for 2008. Interest in the topic should spike again with the release of Al Gore’s follow-up book to An Inconvenient Truth (Spring 2008 TBD). Efforts will be focused on easy steps consumers can take to reduce their carbon footprint and give back to the environment, such as having a redwood seedling (our client, Save-the-Redwoods, has one of the biggest such programs in California), or other tree planted (celebs have done this as a way to offset emissions from plane flights) , or biking to work one day a month to offset daily car commutes to work.

Landis is president/CEO of Landis Communications based in San Francisco.

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