• 0

Marketoonist | Tom Fishburne

Marketoonist is the thought bubble of Tom Fishburne. Marketing cartoons, content marketing with a sense of humor, keynote speaking.

  • Campaigns
  • Speaking
  • About
  • Cartoons
  • Contact
  • Book
  • 0

eco claim arms race

February 17, 2008 Leave a Comment

  • Paid licensing options include high resolution download.
  • Presentation $35.00 Add to Cart
  • Newsletter or Website $100.00 Add to Cart
  • Corporate Blog/Sponsored Post $50.00 Add to Cart
  • Looking for other licensing options? click here
  • View Cart
  • Click to share on Twitter (Opens in new window)
  • Click to share on Facebook (Opens in new window)
  • Click to share on LinkedIn (Opens in new window)

080218armsrace

A few weeks ago, I was lucky to meet Michael Braungart (who co-wrote the thought-provoking book Cradle to Cradle about ecological product development).  He helped expand our thinking about eco responsibility to being less about one attribute or another, and more about a holistic approach of thinking through the past, present, and future of every product. 

In the group discussion, it came up that someday environmental responsibility won’t be a marketing position, it will be an aspect of product quality in each and every product.

Until then, we’re in a really confusing stage where just about any product can claim some level of eco-friendliness. For example, many brands have been cutting back on packaging for years.  The reason was margin improvement, but now those projects can be touted as environmentally driven.

The next time I trolled the supermarket, I was really struck by some of the confusing eco claim one-up-manship.  So many products were suddenly trumpeting one eco claim or another, and much of seemed ridiculous, confusing, or disingenuous.  Like personal care products that are "92.4% Organic", even when most of the product making up that percentage is water.

It reminded me of an arms race.  And inspired this cartoon. 

Filed Under: brand positioning, sustainability

Get a new marketoon each week:

Previous Post Next Post

attribute soup

the 8 types of creative directors

Browse similar cartoons in: brand positioning, sustainability

Browse By Category See All Marketoons

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

  • Paid licensing options include high resolution download.
  • Presentation $35.00 Add to Cart
  • Newsletter or Website $100.00 Add to Cart
  • Corporate Blog/Sponsored Post $50.00 Add to Cart
  • Looking for other licensing options? click here
  • View Cart
Your Ad Ignored Here Book Image

15 years of Marketoonist compiled for your marketing pleasure.

Order Now

About Marketoonist

tom_image

Marketoonist is the thought bubble of Tom Fishburne a career marketer and cartoonist. Learn More...

Subscribe

Get a new marketoon delivered to your inbox each week.

 

Browse Blog Posts

Most Popular Cartoons Browse Categories

Marketoon Campaigns

contentmarketing

Content marketing with a sense of humor.

Learn More

Keynote Speaking

speakingworkshops

Insightful, funny, and visual keynote talks and workshops.

Book Tom to Speak

Search Blog Posts

Interested? Let’s Talk!

Marketoons

Browse Categories

Get New Cartoons Weekly

About Marketoonist

Tom Fishburne is the Founder and CEO of Marketoonist, a content marketing studio that helps businesses reach their audiences with cartoons.

© 2023 Marketoonist