01 November 2009
Are green buzzwords working?
Nov/04/2009 11:33
J. Walter Thompson (JWT), the global advertising agency, in its recent green consumer study ("The Recession and its Impact on the Environment") found that "... some of the terms we use to talk about being green ... are not clear to consumers, or even defined at all." JWT cites, for example, significant confusion over the terms environmental, going green and sustainability.
JWT in turn counsels marketers to "Drop the buzzwords.Talk to consumers about tangible benefits in realistic terms to avoid seeming disconnected … "
These lessons from the consumer product market should influence how we communicate the benefits of green building. Sustainable Rhythm is pleased to announce that in January 2010, we will be teaming with the Northeast Ohio Chapter of the USGBC on a 360-degree survey on communications issues within the green building industry. The survey will solicit opinions from building owners, developers, facility managers, architects, designers, consultants and product companies on the effectiveness of green building outreach. The survey will also be sent out to association members from across the building industry as well as numerous USGBC chapters throughout the Heartland Region. A link to the survey will be included in THE RHYTHM REPORT in January.
These lessons from the consumer product market should influence how we communicate the benefits of green building. Sustainable Rhythm is pleased to announce that in January 2010, we will be teaming with the Northeast Ohio Chapter of the USGBC on a 360-degree survey on communications issues within the green building industry. The survey will solicit opinions from building owners, developers, facility managers, architects, designers, consultants and product companies on the effectiveness of green building outreach. The survey will also be sent out to association members from across the building industry as well as numerous USGBC chapters throughout the Heartland Region. A link to the survey will be included in THE RHYTHM REPORT in January.
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