Aitken, Lucy
July 2006
Campaign;7/14/2006, Issue 28, p26
Trade Publication
The article focuses on the promotion of green products. As more and more consumers are interested in environmental issues, brands can benefit from advertising their green credentials. However, companies that talk about these issues must be able to back up their green image. According to Martin Campiche, General Electric's general manager, marketing, EMEA and Latin America, the company developed "eco-imagination" as a business strategy. Evidence suggests there is a tangible business benefit to be gained by "greenifying" advertising. According to a 2005 survey, most of the consumers recommend a company on the basis of its responsible reputation.


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