Establish Permanence In Changing Times

"During the Great Depression, an entire entertainment genre was created by a forward-thinking advertising team. While no obvious one-stop solution exists for the current recession, marketers do have an opportunity to successfully tap into the zeitgeist.

Gone are the days of flash, glitz and punching monkeys. Consumers today value sustainability, social responsibility and fiscal prudence. If marketers can align with consumers, they can come out of the recession with a more loyal audience than they went in with."

Permanence
"Establishing a sense of permanence is particularly important during economic downturns. It's not a time a brand can afford to pull back on its marketing efforts, or they will lose the potential to endear valuable customers. Procter & Gamble wrote the script during the Great Depression. P&G had a strong marketing philosophy: don't cut advertising budgets during recessions. "

Responsibility

"It's not an easy time for a brand; consumers are more educated and more demanding than ever. They stand behind brands that make them feel conscious and informed. A recent Havas Media study by IPSOS found that 79% of consumers said they would rather buy from companies doing their best to reduce their impact on the environment.

And 89% are likely to buy more "green" goods in the next 12 months, with a third willing to pay a premium for those goods. While it's not an easy time, the returns are high. A bond driving a customer to pay a premium for a similar good during an economic crisis is a bond worth establishing. "

Context
"With ad budgets tighter, how can marketers efficiently and effectively tell their sustainable story? First, don't waste dollars on deaf ears. Identify engaged and influential audiences and tell your story in credible environments. Reaching fewer passionate consumers will go further than blanketing your message across a larger, less engaged audience."

Modern Day Soaps

"By creatively giving transparency to the source of the material -- you can see pictures of the sheep that grew your merino wool sweater and email the farmer -- Moon's message resonates with change agents. These influencers quickly turned Icebreaker from an unknown shop to the largest outdoor clothing brand in Australasia.

It's not just niche brands that are able to capitalize on sustainability and change. Even behemoths like Wal-Mart are finding sustainable stories of their own and bringing them to life through advertising. Wal-Mart recently announced an initiative to cut its supply chain's packaging by 5%. "

"In this economy consumers are feeling vulnerable. Now, more than ever, people want to feel a part of a responsible and sustainable culture, and they are spending their dollars accordingly. Go tell your story. People are listening."

Excerpts from "Marketing: Green" of MediaPost Publications

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