Understanding Green Marketing and Advertising in Consumer Society: An Analysis of Method Cleaning Products

Abstract

ABSTRACT:This study attempts to understand marketing and advertising consumer society, with specific regard to Method cleaning products. The study uses rhetorical analysis to examine both the copy and the visuals of various marketing communication pieces published by Method, and via the application of agenda-setting theory, reveals that Method may be putting forth a socio-political agenda invoking a consumer-citizen. The findings will inform consumers and practitioners both of the potential implications of marketing communications.Companies like Coca-Cola, General Electric, General Motors, Macy's, E. W. Scripps, Toyota and Wal-Mart are a bandwagon painted green, festooned with flowers and powered by an engine that runs on biodiesel fuel.-Stuart Elliot, The New York Times, March 27, 2007Stuart Elliot's comment The New York Times begs additional comment as well as questions. Why? Why are companies clambering aboard the green bandwagon? Why do companies even care about the environmental movement? The cynic asks, 'what's it for them?' and 'what are they trying to do?,' while the optimist sees possibilities for goodness.Fortunately for researchers, Elliot is not the only one thinking about this issue or fueling these questions. Libby Copeland of The Washington Post, tried to determine why fashion brand Diesel incorporated the environmental movement into their branding regime. In her analysis of Diesel's 2007 Global Warming Ready advertising campaign (see http://bit.ly/Y5rrcF for visual) she concluded that Diesel was simply trying to sell clothes. Consumers seem to be buying in to the incorporation of social movements or causes into the advertising space. And as Copeland quipped, perhaps it's because guilt is the new black (2007).Companies incorporate social movements into their advertising and branding efforts for various reasons. Sometimes advertisers are simply employing a bit of popular culture an effort to move product, other times their motives are more altruistic, but beginning the 1990s and with a resurgence today, the incorporation of the environmental movement into advertising and branding (or use of a green appeal) has become almost as common as the use of a positioning strategy. As the environmental movement has increased popularity with the masses, even more companies have leveraged it their branding efforts.The purpose of this study is to use one brand: Method, (an environmetally conscious cleaning products company) to provide a snapshot of how a brand that is considered a leader sustainability is portraying the environmental movement while encouraging consumption. Through a rhetorical analysis, this study seeks answers to the question: As companies incorporate the environmental movement into their advertising and branding what are they really telling us? And more specifically, regards to a specific brand and its advertising and branding communication efforts, what message is Method sending regards to the environmental movement?The first ad analyzed the Detox Your Home campaign shows a photo of a three-eyed rubber ducky, and employs the headline, Protect your wetlands (ad visual available at http://bit.ly/TkDCxk). The body copy on this advertisement transitions from the attention getting humorous visual, to a political teaching tool. The body copy reads, Toxic spills happen more than you think. If you use most bathroom cleaners, you're spraying toxic chemicals that pollute not just your own environment, but the planet's as well... With its photographic style and hip use of humor, Method's advertising appeals to a target of consumers who might be minimally aware of environmental issues and products, but have an inkling that being green is now the cool thing to do.Method avoids using statistical or scientific fact to support its claim, keeping the brand safely a generic message tone. …