MTV’'s Environmental Campaign
Cecilia Biemann — September 17, 2008 — Eco
References: mtvswitch.org
MTV has just released this video as part of their Switch Campaign which targets companies, politicians and celebrities who engage in greenwashing and eco-hypocrisy.
The video fires a clear message of distaste towards political and commercial greenwashers who lie, exaggerate or distort the truth in any other way in order to appear more sustainable than they really are.
The lyrics of the theme song go like this: "It doesn't really matter what it is, or what it does, or why it stinks or what it means as long as it is green. It doesn't really matter what it's for or what it makes or what it kills as long as it is green. Green, green, green, green, let's paint it green."
The video fires a clear message of distaste towards political and commercial greenwashers who lie, exaggerate or distort the truth in any other way in order to appear more sustainable than they really are.
The lyrics of the theme song go like this: "It doesn't really matter what it is, or what it does, or why it stinks or what it means as long as it is green. It doesn't really matter what it's for or what it makes or what it kills as long as it is green. Green, green, green, green, let's paint it green."
Trend Themes
1. Anti-greenwashing Movement - Entrepreneurs can disrupt the eco-friendly market by creating businesses that guarantee and prove their environmental claims.
2. Authenticity Demand - The market for environmentally-friendly products and services will shift toward authentic eco-conscious businesses, inspiring more companies to become truly sustainable.
3. Critiquing Sustainability - As eco-hypocrisy is exposed, consumers will maintain a watchful eye on environmental practices, inspiring companies to improve their sustainability efforts.
Industry Implications
1. Eco-friendly Business - As the anti-greenwashing movement gains traction, businesses focusing on genuine sustainability will garner more positive attention and profits.
2. Marketing & Advertising - Marketing firms that creatively and ethically promote companies' sustainability initiatives will become increasingly important in the green-conscious market.
3. Consumer Packaged Goods - As sustainability becomes a more pressing concern for consumers, there will be greater demand for eco-friendly packaging options, presenting opportunities for innovative packaging companies.
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