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 not responding when its competitors are 'greening'?

P&G captured the public imagination with products and an ad campaign that urged users to wash at lower temperatures to reduce global warming