Marketing to Change Public Opinion on Climate Change: A Case Study

Corporate advertisers spend far greater budgets than any social marketing campaign and have great potential to change public opinion on the urgent need for action on climate change. However “green-washing” has become a widespread practice by companies that wish to appear to be socially responsible w...

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Bibliographic Details
Published in:The international journal of climate change. Impacts and responses 2009, Vol.1 (3), p.63-74
Main Authors: McDonnell, John J., Bartlett, Jennifer L.
Format: Article
Language:English
Subjects:
Budgets
Campaigns
Case studies
Climate change
Consumers
Insurance
Money
Public opinion
Social marketing
Stockholders
Washing
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Summary:Corporate advertisers spend far greater budgets than any social marketing campaign and have great potential to change public opinion on the urgent need for action on climate change. However “green-washing” has become a widespread practice by companies that wish to appear to be socially responsible without a genuine commitment and consumers can be very cynical about green marketing campaigns. Can companies be climate change advocates and still satisfy shareholders? This paper offers a case study on an Australian insurance company that argues it can make money from doing the right thing.
ISSN:1835-7156
DOI:10.18848/1835-7156/CGP/v01i03/37250