Is Earth Day the New Christmas?
Advertising Age April 10, 2008 NEW YORK (AdAge.com) — It’s nearly Earth Day: Time to consume more to save the planet. As April 22 approaches, marketers of all stripes are bombarding consumers with green promotions and products designed to get them to buy more products — some eco-friendly, some not so much. And while that message seems to contrast with the event’s intent, the oxymoron seems to have been lost on marketers jumping on the Earth Day bandwagon in record numbers. This year it seems that just about everyone has found a way to attach themselves to what is fast becoming a marketing holiday that barely resembles the grass-roots event founded in 1970. “This month I’ve definitely seen a lot of companies that I never would have associated with green popping up,” said Steven Addis, CEO of Addis Creson, a branding firm. “Companies are saying, ‘We need something to green ourselves up, so let’s … sponsor Earth Day.’ … It’s really now in this hype curve, and hopefully we’re getting
