Home » Public Relations Articles » Green Marketing - Paradigm Shift in Marketing - LCC gives Workshop at the World Business Dialogue 2009
Green Marketing - Paradigm Shift in Marketing - LCC gives Workshop at the World Business Dialogue 2009
"Companies intending to communicate green issues need to turn their backs to old marketing strategies".
FRANKFURT, GERMANY, May 30, 2009 /Public Relations PR News/ -- New approaches in communication were claimed by LCC spokesperson and CEO of messagepool, Martina Hoffhaus, in her workshop at the world's largest economic congress organised by students which in the past years hosted prominent speakers like Bill Gates. 600 attendees from 40 nations addressed 'Ethics in Economy' at the university of Cologne. In the workshop 'Sustainable Marketing - the new hidden power for change' the communication expert pointed out the differences between conventional and new marketing, defined the principles of Green Marketing and showed how companies can avoid mistakes in their green advertisement.
Under the patronage of German Minister of Foreign Affairs, Dr. Frank Walter Steinmeier, 80 top speakers like Franz Fehrenbach (Robert Bosch GmbH), Hartmut Mehdorn (Deutsche Bahn) an Philipp Schindler (Google) gave lectures, among them the LOHAS CompetenceCenter (LCC).
Paradigm Shift in Marketing
Green marketing turns old marketing principles upside down, argued the LCC spokesperson. "Conventional marketing is apolitical. Considerations like responsibility and values are irrelevant. Old marketing pretends and uses suggestive pictures - regardless of reality. The aim of old marketing is image-washing. The only importance is a return on financial investment. Sustainable marketing is a form of marketing which has the power to improve the quality of life without compromising that of future generations. It's based on respect und values like justice, solidarity or fairness. It's based also on authenticity, traceability, comparability, transparency and dialog ability. Green marketing assumes responsibility." Instead of "return on investment", "return on involvement" will become important in the future, the communication expert predicted.
Sustainability Marketing in practice
What successful Sustainability Marketing looks like in every day practice - e.g. in advertisement, PR or design - and how green-washing can be avoided was pointed out by Ms Hoffhaus with international best- and worst-practice-examples. "In practice lots of serious mistakes are made. Companies show a lack of understanding concerning the complex interrelations. In addition they seek the advice of classical mainstream consultancy. Enterprises who would like to develop effective communication strategies need to gain advanced insights in the sustainability debate - not only in case studies and epistemic conclusions - but also in psychology, consumers' behaviour and sociology of change, paired with creativity and innovative strength" Hoffhaus claimed. The LOHAS CompetenceCenter was founded to be able to offer all this from a single source. In workshops, discussion rounds and lectures the competence network- a pool of LOHAS/sustainability-experts- try to push on the very new discipline, because, in the strong belief of Martina Hoffhaus, "sustainability is a mega trend and it will be here to stay. It is our next industrial revolution. But sustainable marketing is still in the fledgling stages. It's time to start up discussion."
About messagepool/LCC
messagepool is specialized in sustainable communication. The Frankfurt-based agency consults clients, who are involved in sustainability, CSR, and LOHAS or who would like to come out with green products. These are services of messagepool internal and external press relations, CSR medias, trade-show presentations, staff events, change projects and stakeholder dialogues. The consultancy is also founder of LOHAS CompetenceCenter - a pool of sustainability experts. The discussion about green marketing is pushed on by lectures, events, discussion rounds, workshops, co-operations, studies and international partners.
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Press Release Contact Information:
Martina Hoffhaus
messagepool/LCC
executive director
Laubestr. 19
Frankfurt, Hessen
Germany 60594
Voice: +49 (0)69-61009899
Fax: +49 (0)69-61009898
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