Green brand fatigue
Dr Anne Sharp and Kate Newstead
Going 'green' is not in itself a marketing strategy. Brands need to compete for shelf space and attention and lure shoppers away from old habits
Some say it is no longer in vogue to go green – that consumers have become desensitised to green marketing and that the 'green is the new black' sentiment was just another fashion fad.
This article looks at whether the 'green' concerns of consumers still translate into returns at the cash register. What can marketers gain from 'green' practices? and what does a brand risk by...