Green or Gone?

Photo belongs to Dianna. Usual rules apply.

Couple of posts by other people have got me thinking.

Thinking? Me? I know, I know. Hard to imagine. But suspend that disbelief. I've been thinking about green issues and how they tie into responsibility.

I recycle, and am aware of the need to reduce my carbon footprint. But, I must confess, it becomes a little bit more blurry when we factor in big businesses. Considering this blog is dedicated (partially) to thinking about advertising and communications in general, it's worth noting that we as an industry have become ever more aware of our responsibility to the public.

Yet, our responsibility is to sell things to people. Directly in opposition to the green issues, or so it would seem at first glance.

But what happens when companies unite to sort out problems in society? Childhood obesity, for example?

Well, as Innocent may find out, it could be damaging or wonderful, depending on your choice of partner and the consumer's point of view.

Do we now put up a barrier between those companies which are mindful of ethical and green issues and those which don't appear to be (and McDonalds in this instance are taking steps), or do we acknowledge that these companies do exist to make money, and all the good will in the world won't change that (yes, it's an ultra-cynical view)?

The world is never that black and white, as this debate on Amelia Torode's blog shows. I've put my two pen'north in, and you should too, if you haven't already. Class, emotive responses, green thinking, uncomfortable bedfellows and snobbery all feature.

The thing which struck me on the Innocent site was the depth of emotion in some of the responses; some of these people could seriously fuck the brand, if not managed carefully. I'm still of the view that it is a good thing (albeit something which has to be handled with the utmost attention), but it's a divisive issue.

And indeed, it brings us to the bigger issue, which I sort of touched on above - as consumers, where do we fall? All companies will have to get greener, but will there be a capitalist backlash (not now) against anyone that besmirches the environment? I doubt it, but the pendulum seems to be swinging a little more in that direction.

There is definitely (at the moment) still room for two fingers, fuck it, we are going to produce this luxury item for people who can afford it thinking. But whether that'll last remains to be seen.

And oh, I've stumbled along a brilliant (green) blog. Check out Little Green Dot. And if you haven't already, read John Grant's new blog, Greenormal. He's done some proper thinking into the subject.

Surprise me..

Picture is Walsh_Kelley's. Usual rules apply to this one.

I miss being a little child sometimes.

Christmas was always more fun when you didn't really ask for what you wanted, when Santa was coming down the chimney, and when (or so it seems for me), your imagination was seemingly unlimited.

And I think that it's these things which we are in danger of losing as people. We bemoan kids growing up quickly, but do we really do anything about it? Not really. Quite happy for 18 rated movies to be slightly edited and stuck on at 8pm.

And it makes me sad. Life's no fun if everything is grim reality.

But surprises aren't always fun for some people. Like the recent Innocent and McDonalds posting, which riled an awful lot of people - and let's be fair, some of the comments were bloody stupid.

But the surprise that Innocent is (shock!) an actual business, that exists to make profits has surprised people somehow - and partnering with the 'great Satan' has bemused quite a few people.

To me, the trial makes sense - why not see if kids will get their fruit via McDonalds? It'd improve their diets and so forth. At least McDonalds has shown some desire to change, and I think Innocent have realised this - and good for them.

If it stops people trying to make their own (though my flat mate's weren't bad in fairness), it's probably a good thing:



Anyway, like I say, not all surprises are a good thing - you lose some of your child like behaviour, and grow up a little. But I don't think Innocent have lost their voice, betrayed their principles or any other such nonsense. I think they genuinely want to help improve the world in their own way, and I see trialing their smoothies at McDonalds as a natural step. But, it would seem, not everyone does.

Hopefully they haven't lost enough of their sense of humour to find this funny (click on the pic to see it full size):



And before this post gets too long and too rambly (too late), I've got to say that it would do more brands good to do what Innocent have just done. Dip your toe in new areas, surprise us all. God knows that branded entertainment, digital, ATL and all the channels allow you more opportunity to do this than ever before. So use them.

Here endeth my soapbox posting.

Have a good weekend all - I'm going back to sunny Worcestershire, and may walk along this beaut:

Thanks to HoughtonAbout (usual policy applies)