Selling the product as a ‘green’ one

Advertising campaigns promoting the environmental consciousness of major corporations are becoming increasingly common, even among industries which are major polluters.

E.On famously ran a campaign showing its windfarms, while BMW and VW have both run recent campaigns promoting the environmental credentials of their new cars.

However, the benefits of these campaigns are not so much in bringing in new business but in persuading potential customers not to rule out purchasing a company’s...